Marketing of agricultural products requires the deployment of the ‘Four Ps’ of marketing, which are price, place, product and promotion. This was disclosed by a major marketer of agricultural products, Mrs. Funmilayo Ayanbadejo while featuring on the agriculture-centered programme, Our Farmer on the Federal University of Agriculture Abeokuta (FUNAAB), Ogun State radio station, FUNAAB Radio 89.5FM. Mrs. Ayanbadejo, an Agricultural Officer II at the Directorate of University Farms (DUFARMS) of FUNAAB, where she is the Head of the Agro Mart Unit. Expatiating on the ‘Four Ps’ of agricultural products marketing, she said the products must be made available at a convenient place to buyers, at attractive and competitive prices, and necessary promotional platforms must be deployed to reach the consumers to provoke action-buying.

Mrs. Ayanbadejo said apart from using the conventional and online platforms, a marketer of agricultural products could also take the products to the doorsteps of targeted consumers. She said, “Since many of the agricultural products are perishable, a marketer must quickly deploy them to the relevant markets and consumers. For example, products like yam, pineapple, eggs, and other vegetable fruits are perishable”. Mrs. Ayanbadejo noted that in modern days, irrigation was being deployed in agriculture, which enables farmers to plant and harvest throughout the year. She stressed the need for the products to be well-stored and preserved in order to retain their freshness and quality, adding that packaging and branding bring added value to agricultural products by making them stand out among competitors.