Farmers are the weakest element of agribusiness system. This is mostly due to the fact that many agricultural markets are characterized by a large number of small volume producers selling to a small number of large buyers. The necessity of overcoming costs and marketing barrears leads individual producers to use integration as a way to increase their bargaining position. The analyze of marketing activities of PROFISAD Ltd (fruit producers’ group) proves that producers’ groups are able to perform much more marketing functions than individual farmers.

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