Market oriented production programmes

Marketled extension approach
Dr.T.P.Sethumadhavan
During the past marketing of agricultural and livestock products were not given adequate attention . But production of more than 90 percent of the agricultural and livestock products are taking place in the rural areas. Previously production oriented programmes were given more attention. But production oriented programmes without taking in to account the marketing need of the rural people will not make the farming activities viable. In order to achieve sustainability in farming activities, market led production programmes are needed. Recently Government of India is emphasising the importance of market led production programmes. To achieve the same market oriented extension programmes are given more prorities. Public private partnership is one of the outcomes of marketled extension programmes. Sustainable livestock farming includes scientific breeding, feeding, management, diseases control and marketing. Value additin of livrstock products will help farmers to get better profit out of livestock farming. It should be location, market and technology specific in nature.