Strawberry Marketing System

·       Asif Maqbool

·       Muhammad Rasheed

The Agriculture sector is the lifeline of Pakistan's economy.  Fertile Agricultural land in Pakistan is blessed with a multitude of resources, well-irrigated plains, extremes of weather, and old tradition of farming. Agriculture share is 21.4 percent of GDP, employs 45 percent of the country’s labor force and contributes to the growth of other sectors of the economy. It is strongly linked to food security, poverty alleviation, rural development (GOP, 2013). Pakistan comprises of four provinces, namely Punjab, Sindh, Baluchistan and Khyberpakhtunekhwa. Out of four provinces, Punjab is the most populous and also has the fertile lands and suitable for cultivation of large varieties of crops including fruit and vegetable. Pakistan has a geographical area of 79.61 million hectares and occupies 21.41 million hectares of cultivated area, which is 26.88 percent of total geographical area of Pakistan. Forest area of Pakistan is 4.23 million hectares, which is 5.3 percent of total geographical area. Pakistan has 7.82 million hectares of culture-able wastage, which is 9.8 percent of total geographical area and 23.53 million hectares geographical area which is not available for cultivation accounts 29.55 percent.  

Horticulture is one of the major subsections of Agriculture. It contributes 12 percent in overall agriculture GDP of Pakistan. Under the changing agriculture scenario, it has been recognized that the horticulture sector plays a very important role in providing the employment to the farmers globally. The diversification in agriculture for improving sustainability, profitability and productivity will help in not only improving the farm income but also will engender rewarding employment. Fresh fruits and vegetables are important components of a healthy and balanced diet; their consumption is encouraged in many countries by government health agencies to protect against a range of illnesses such as cancers and cardiovascular diseases. Pakistan annually produces about 13.5 million tons of fruits and vegetables, As far as fruit cultivation is concerned, the area under cultivation is 836 million Acres and annually fresh production of fruits is 6926.7 tones.

Horticultural crops have quite a diverse production and storage attributes. Some can be grown in a variety of climates and locations, while others can be grown in only a few places. Some, such as apples or Dates, can be stored but many must be consumed or processed soon after harvesting. This makes geographical distance important in determining trade patterns of fruits and vegetables, compared with patterns for the major field crops.

Fragaria ananassa commonly known as strawberry, which is widely appreciated for its characteristic aroma, bright red color, juicy texture, and sweetness that is cultivated worldwide for its fruit. There are more than 600 varieties of strawberry fruits that differ in size, texture, and flavor. The name 'strawberry', that it holds is derived from a farmers' practice of mulching the plant with straw. There is one more theory about the origin of the word strawberry. Strawberries being abundant in nature were not cultivated as a cash-crop. Strawberries strewn among fallen leaves were a common sight in olden days. This might have led to the development of the word strawberry from the two words, 'strewn' and 'berries'. In England, children used to pick strawberries scattered in the wild and sell them in local markets. In order to handle them properly, the strawberries were tied to pieces of straws. The plant first had the name strew-berry, which later was changed to strawberry. Varieties of strawberries are also found in Europe. The history of strawberry in Italy can be traced back to 234 B.C

 Pakistan is producing a very small quantity of strawberries which are either directly consumed or used in making medicines, ice-cream, flavors,  jelly, jams, chocolates, cake and milkshake. Strawberry is widely used in cosmetics like shampoos, moisturizers, cleansers, soaps, etc.  It is most appetizing and very nutritious fruit with a sweet essence and attractive aroma. It has enormous dietetic and one of the potential source minerals and proteins particularly iron. Strawberry is best suitable for raw consumption. Delicious fruit but it is a bit expensive in Pakistan. The strawberry, like many other perishable fruits at this time, remained a luxury item only enjoyed by the wealthy peoples. The main varieties of strawberry which are cultivated in Pakistan are Toro and Douglas suitable for southern areas of Pakistan. Overall agriculture is very risky business as well as Strawberry is also very perishable product and its marketing is also very risky and insecure. At the start of the season the price of fruit is charged round Rs.300 to Rs.200 per kg in big cities. Then average price comes down to Rs.100 to Rs.50 per Kg in the mid of the season and end of the season.

Fruits and vegetables are perishable in nature and cannot be stored for longer periods, which result in very sensitive and complicated trading of these horticultural commodities and exposing big challenges to suppliers, processors and traders. In addition, the inconsistent availability of healthy fruits and vegetables from farm-gate to the consumers, continuous quality assurance push by the traders and supermarkets, competitive global environment, increasing trend of better supply by companies of other competitive countries and also more and more implications of quality standards are also other parallel competitive elements making this business more vulnerable and complex. Fruits and vegetables require certain effective post harvest management practices for better quality and ultimate price. Therefore, to cope with these challenges, the only integrated way to be applied from farm gate collection through washing, grading, packaging, storage and marketing to ultimate consumers is to establish the consistent and sustainable supply system of “Farm-To- end Consumer”, currently transformed as Supply Chain Management (SCM).

Strawberries are the only fruit with seeds on the outside of the skin. One strawberry fruit item produces on an average 200 seeds. There is a museum in Belgium just for strawberries. The strawberry was a symbol for Venus, the Goddess of Love, because of its heart shapes and red color. Strawberry fruit plant belongs to the rose family. It is believed that the strawberries and other parts of the strawberry plant can alleviate or aid in the treatment of various diseases or disorders. Many medicinal uses were claimed for the wild strawberry, its leaves and root. The ancient Romans believed that the berries alleviated symptoms of melancholy, fainting, all inflammations, fevers, throat infections, kidney stones, halitosis, attacks of gout, and diseases of the blood, liver and spleen. It is said that the leaves, roots and fruits of this variety of strawberry were used for a digestive or skin tonic. Internally, the berry was used for diarrhea and digestive upset, while the leaves and the roots were used for gout. Externally, it was used for sunburn and skin blemishes, and the fruit juice was used for discolored teeth.

Strawberries are highly perishable and need careful handling and severe adherence to suitable postharvest management practices in order to sustain finest fruit quality after harvest. For utmost market life, strawberries need rapid removal of field heat coupled with low temperature storage (0 to 1º C) and maintenance of the cold chain during transport and distribution. With best possible postharvest care and the proper cultivar, strawberries have a 7 to 10 day market life. In order to realize this potential market life, careful attention must be given to all the details of product handling, packaging, and postharvest temperature and relative humidity management. Appropriate postharvest temperature management is the single most important factor influencing strawberry market life and fruit quality. Good field cleanliness is a central aspect of maintaining high percentages of market quality fruit throughout the entire harvest season. Injured, defective, over-ripe, or decayed fruit should be removed carefully from the field during each harvest by placing it into a separate container on the picking cart. This will prevent the spread of disease from infected/rotting fruit to healthy fruit.

Appropriate postharvest temperature management is the single most important factor influencing strawberry market life and fruit quality. Strawberry harvesting should begin early in the morning after dew on the fruit surface has dried. Avoid harvesting strawberries in the afternoon. Strawberries are harvested at different stages of maturity, depending on the cultivar and market preference. Maturity in strawberries is best indexed by external surface color and firmness of the fruit. Strawberry fruit is very susceptible to bruising. They should be picked with great care. A significant amount of bruising can occur at harvest when the berry is detached and if the picker holds several fruits in one hand prior to transfer to the picking container.

Today’s society is characterized by an increasing health consciousness and growing interest in the role of food in maintaining and improving human well-being and consumer health. Vegetables and fruits are fully recognized for their benefits towards healthy living. Strawberry is a rich source of vitamins and minerals. The fact that strawberry contains fewer calories makes it an excellent food for diabetics and patients in general. Strawberries can be grown indoors in strawberry pots, and also be propagated by seed which is not widely practiced commercially. Strawberries can be grown almost anywhere including as a potted plant. Planting strawberries need somewhat sandy soil and preferably in full sun. During the time that the plant is forming fruit, enough water is needed.

Strawberry production is complex, and intensive management is needed to produce a successful commercial crop. Growers must know the physiological needs of the crop, proper cultural practices, and identification and control of insects, diseases, weeds, and pests. Cultural practices vary tremendously, according to growing region, production system, and cultivar. Prospective growers must understand financing, cash flow, business management, and marketing; attention to detail and meticulous record keeping are essential.

Table 1.1 shows that strawberry is a rich source of many vitamins including C, E and K. It also contains Calcium, Carbohydrates, Potassium, Magnesium and other minerals which are useful for our health.

Table : Nutritive value of strawberry per 100g

Item	Quantity
Calcium	16 mg
Carbohydrates	7.68g
Iron	0.41mg
Niacin	0.386mg
Phosphorus	24mg
Potassium	153mg
Magnesium	13mg
Vitamin    C	58.8mg
Vitamin    E	0.29mg
Vitamin    K	2.2 μg
Choline	5.7 mg

According to Food and Agriculture Organization (FAO) of the United Nations, USA is the largest strawberry producing country in the world with a share of 32.79 percent of world production. Other major strawberry producing countries are Turkey, Spain, Korea, Mexico, Japan, Poland and Egypt.

 Table  World Strawberry Production (Metric Tons)                           

Years	2007	2008	2009	2010	2011	2012
U.S.A	1 053 240	1 090 440	1 109 220	1 148 350	1 270 640	1 294 180
Spain	320 853	330 485	269 139	281 240	263 700	275 300
Turkey	200 000	211 127	250 316	261 078	291 996	299 940
Korea	201 995	205 307	203 227	192 296	203 772	231 803
Russian Fed	221 000	227 000	230 400	180 000	185 000	165 000
Japan	196 200	190 700	191 400	190 700	184 700	177 500
Poland	184 627	193 666	174 578	200 723	198 907	176 748
Mexico	162 627	191 843	176 396	207 485	233 041	226 657
Italy	146 769	143 315	160 558	155 583	163 044	153 875
Egypt	100 000	128 349	174 414	200 254	242 776	238 432

Strawberries have been grown in California since the early 1900’s. Today, over 25,000 acres of strawberries are planted each year in California and the state produces over 80% of the strawberries grown in the United States. On an average, each acre produces about 21 tons of strawberries and the state produces one billion pounds of strawberries a year (FAO, 2012).

Country economy depends on the government reserves, as much more export and less imports economy gets stronger. If we talk about the strawberry exports then Spain is the most leading country in the world strawberry export with a share of 45.84 percent.                                                          

 Table World Strawberry Export (Metric Tons)

Years	2007	2008	2009	2010	2011	2012
Spain	216 641	207 974	186 377	188 042	224 618	360 204
U.S.A.	97 383	103 953	116 744	129 236	130 027	139 810
Mexico	52 357	70 970	66 914	71 769	61 893	66 019
Belgium	42 289	39 089	39 004	38 038	38 044	38 573
Netherlands	39 564	29 525	35 068	31 854	40 459	43 090
France	40 999	34 439	23 998	23 228	23 191	18 000
Italy	22 887	22 917	17 746	23 285	17 000	17 914
Morocco	27 045	19 494	18 066	21 946	21 602	18 396
Poland	22 691	24 329	17 315	14 024	16 188	15 078
Egypt	3 054	12 676	21 613	9 284	66 992	17 513

In Pakistan average per acre yield is very low as compared to other strawberry growing countries of the world due to lack of proper agricultural practices, unavailability of basic inputs, lack of research and economic restriction between the strawberry cultivars. This fruit has many prospects but it needs proper care and handling to increase its marketing. Like other fruit marketing of strawberry is also facing a lot of problems which is mainly improper marketing practices, inappropriate method of picking, less production, poor quality of fruits and insufficient and improper transportation and storage facilities. The present study is designed to estimate market margins, marketing efficiency and role of different market players along with identification of the main impediments faced with selecting respondents in the marketing of strawberry in the study area.