Evaluation of the Marketing Channels in Tea production in Taraba State, Nigeria

Abstract

The study examined the marketing channels for fresh tea leaves in Taraba State, Nigeria. Two hundred and twenty eight (228) farmers were randomly selected from the study area. Primary data were collected from the sampled respondents with the use of structured questionnaires. The data collected were analysed using descriptive Statistics and budgetary Analysis. The results from the analysis showed that the farmers are in their middle age with Mean age 42 ±12 years. Majority of tea farmers in Taraba state are small scale farmers as 97% has ≤5ha.Eight out of ten farmers in the state earn less than 15,000 naira monthly. The mean monthly income of tea farmers in the state was N8349.9 ± 13487. The monthly income from tea production is meagre and may not be enough to take care of farmers and their families. Three dominant channels (local market, Tea Company and small scale processors) exist for sales of fresh tea leaves in Taraba. Majority (43.4%) farmers patronised Tea Company while farmers 39.5% sells to small scale processors. Majority (69.7%) of farmers are aware of wider markets but large number (65.8%) were unable to have access to selling in these markets