Joint marketing to strengthen farmers’ organizations in the development of the marketing chain

During this time the selling price of bananas from farmers in Lumajang, east java, still low, due to lack of access to a wider market. Bananas are sold to collectors and or traders, and they have a higher bargaining power to determine the price.

Awareness to change farmers’ bargaining position in order to get better prices continued to be cultivated by the farmers union of Lumajang. One is an attempt to build a network marketing organization based farmers. Joint marketing is expected to organize farmers so that the selling price could be higher.

On the other hand, the issue price is not only determined by the growers and traders. SPL realize that the role of government and employers can also change the marketing chain and increase the selling price of bananas.

On that basis, by 1 to 2 May, there was a consolidation of the organization with its main agenda is to formulate a mechanism of joint marketing as well as efforts to strengthen the organization. The event was held in the village wonocepokoayu Senduro, Lumajang district, attended by about 200 participants and invited 5 speakers.

The first Speaker, that Muh Nurudin, who is also general secretary of the API, describes the opportunities and challenges of organizing the farmers in marketing together. While the second speaker, Mr. Hariadi Setiawan, of HPSP-INA explains the importance of a deep understanding of the business and development forum horticulture value chain.

On exposure to third speaker, the representative of PT. Segar Sewu Nusantara, stressed the importance of cooperation between farmers and traders. Mr Nur Kholis of representatives of the Banana “Raja Mas” provide experience in building marketing value chain, while the last speaker from the Department of Agriculture Lumajang, which emphasizes the importance of policy and government support.

One important conclusion of this consolidation is the understanding gained participants in mapping issues, experience and relevant government policies banana marketing, conclusions are followed by a number of plans: the institutionalization of business forms; formulate marketing concept; build strategic partnerships; banana cultivation training and school field.

According to Mr Junaedi, as Chairman of the SPL, the action plan will be an ingredient in preparing future organizational development program. One of the important is to encourage all members of the SPL to increase production capacity.