Factors influencing choice of maize and beans marketing channels for smallholder farmers in Lesotho

Maize and Beans are the most grown crops in Lesotho as they are important sources of starch and protein respectively. Agricultural marketing in Lesotho is evolving especially due to the government policy of commercialisation of agriculture which promotes increased productivity and production levels. Most farmers produce for subsistence purposes due to small landholding however, there is emphasis on commercial production which requires marketing skills to be successful. This study investigates the marketing channels utilised by maize and bean farmers comparing CA adopters and non-adopters. Six market channels were investigated in this study and these included Cooperatives, Collectors, Wholesalers, Retailers, Street vendors and Consumers. The study utilized data collected during a baseline survey for the Agricultural Productivity Programme for Southern Africa (APPSA) Lesotho in 2022 for a Conservation Agriculture project. The survey covered seven districts in Lesotho that included Lesotho Quthing, Mohale’s Hoek, Mafeteng, Leribe, Maseru. A structured questionnaire was used to collect data from 807 respondents in sampled villages in the seven districts. The data was analysed using the Multivariate Probit Model. The MVP used only four marketing channels;Collectors, Retailer, Street vendors Consumers to determine factors that influence participation in the marketing channels. The study results indicate that the associated factors for each market channel were as follows: contractual agreement ( Consumer, Retail and Collector), gender (Retailers), household income(Street Vendors) and vehicle ownership (Retail and Consumers). The study recommends for enhancement of access to market information for farmers as it is critical in choosing market channels. Contract farming should be encouraged since facilitates farmers access and use of the collectors and retailers marketing channels.