Notes to broadcasters
Save and edit this resource as a Word document.
Over the last 10 years, an increasing number of radio stations in East, West, Central and Southern Africa have broadcast market price programs. These programs tell producers, sellers, and buyers the current selling prices for maize, groundnuts, cassava, sweet potatoes, beans, sorghum, coffee and many other crops and various kinds of livestock. This service helps farmers to choose the best market to sell their produce and minimizes variations in price between different markets. It also helps ensure that producers are not cheated by middlemen, because the farmers know the market. Some stations also broadcast information which helps farmers understand how markets work and encourages them to work together in groups to maximize bargaining power and profits. Farmers’ groups can add value to commodities by providing services such as drying, grading, cleaning, and aggregating as well as negotiating sales with larger buyers.
Some market price programs also offer information on processing techniques, local cooperatives, and international market prices for export crops. When programs offer longer term information about price trends, this allows farmers to make better decisions on which crops to grow and when to harvest, and to make more informed decisions on storage options.
In this script, Grace Amito from MEGA FM in Gulu, northern Uganda, talks about the market price program that she produces twice a week.
Does your station offer a market price program?
For agricultural prices within our Gulu region, I make phone calls to various produce sellers. They give us both the wholesale and retail prices for the commodities.
Stay tuned. I’ll be back after a short break to tell you about the benefits of market price programs.Short musical break.
Sometimes the price given on the radio is not the same as the price in the market. A number of farmers have come to our office when this happens. We can sometimes explain why there are differences in the prices. But when the difference is too large, we go to the market and ask why the selling price is so high or so low. Here we are acting as a bridge between the farmers and the market sellers.
In the market news program, we always encourage small-scale farmers to form themselves into groups. Farmer groups receive better profits. This allows these farmers to develop very fast. For example, there is a farmer group called Lubanga Lakica that has received loans from the Northern Uganda Social Action Fund. This group formed as a result of our market news program.
Besides providing market information, Mega Market News also includes an educational element that helps farmers to use market information more effectively. Farmers can improve their bargaining powers in many ways. The market news program provides information on the benefits of collective marketing and on how to gain better prices by working with traders to supply larger quantities of better quality produce.
Stay tuned. I’ll be back after a short break.Short musical break.
To address these kinds of conflicts, MEGA FM organized a training for some produce buyers and farmers. There was a lot of criticism of the radio station by the produce buyers. They wanted to know where the radio station received the prices that were broadcast on the program. The production coordinator helped a lot by explaining why there is such a great need to have a standard price for commodities. He explained that, while today it might be a farmer complaining, the next time it could be the produce buyers being cheated. He urged all parties to come together and form themselves into groups in order to have stronger bargaining power.
I will be back in a moment to tell you about some of the challenges I face in putting together the Mega Market News.Short musical break.
Also, when they fail to sell their crop at the price we have been giving over the radio, many farmers want me to help them look for a market. This makes my work very difficult because Mega FM is the only station broadcasting market prices in our area, and the station has about two million listeners. There are far too many farmers for me to be able to help each one personally. I remember one farmer who, after failing to sell his beans at the price he wanted, decided to offload the beans in front of our office, asking me to help him store the sacks and find him a market.
Apart from market prices, I also gather market news from within the country and sometimes outside the country. I get this news from the newspapers, from local news bulletins, and by going to the farmers themselves.
I want to conclude by saying that a market price program, though it has its challenges, can really help the farmers and even the traders in your listening audience. The main benefits of the program are that it improves farmers’ understanding of their marketing environment, and helps them avoid being cheated. Thanks and have a good morning (afternoon, evening).
Contributed by: Grace Amito, MEGA FM, Gulu, Uganda.
Reviewed by: Geofrey Okoboi, IITA Uganda FOODNET Project, Uganda.
- Shaun Ferris, 2004. FOODNET: information is changing things in the marketplace. ICT Update, Issue #18, May 2004.
- The Freeplay Foundation, undated. Coffee lifeline.
- Mohamed Tounessi, 2001. The Role of Rural Radio Stations in Rural Development – Distribution of Marketing Information – Experience of the Micro-Finance and Marketing Project. International Workshop on Farm Broadcasting, February 19-22, 2001, Rome, Italy.
- Shaun Ferris, Patrick Engoru and Elly Kaganzi, 2005. Making market information services work better for the poor in Uganda. Research Workshop on Collective Action and Market Access for Smallholders, 2-5 October 2006, Cali, Colombia.
- “Today’s market prices…” Spotlight, 2001. FAO Agriculture and Consumer Protection Department.
- Andrew W. Shepherd, undated. Farm Radio as a Medium for Market Information Dissemination. FAO Marketing and Rural Finance Service.
- Andrew W. Shepherd, 2007. A guide to marketing costs and how to calculate them. Agricultural Management, Marketing and Finance Service, Rural Infrastructure and Agro-Industries Division, Food and Agriculture Organization of the United Nations.
- Viale delle Terme di Caracalla, 00153 Rome, Italy.E-mail: AGS-Registry@fao.org