Most of the Agricultural produce is indirect channels ( different agents and retailers) because of lot of care is required and money is invested by different stake holders, while transport, keeping in view of perishableness. the highest wastage is agricultural produce when compare to other non - agricultural produce. with in agricultural produce again two different kinds, perishable and non-perishables ( grains pulses etc.) the perishable agricultural produce is Fresh fruits and vegetables (ffv).

Direct marketing channels for Agricultural produce is apanimandi and rythubazaars etc. in this, there is no middlemen are involved, direct grower/producer and consumer or customer interpace. These innovations are taken place for the benefit of both farmer and consumer after amendments of APMC act.

B.Venkata Rao MANAGE

email : badiyavenkat@yahoo.com The Difference between Direct and indirect Channels can be differentiate as shown below

Indirect Channel:

Producer/grower/ farmer - Commission Agent - Whole sale agent - Wholesaler - Retailers - Customer/Consumer (Middlemen presence in between producer and end user or customer

Direct channel:

Producer/grower/producer - Customer/ Consumer/end user ( No middlemen in between producer and end user or customer)

B.Venkata Rao MANAGE

e-mail: badiyavenkat@yahoo.com