Value Chain Analyze of Fruits: the case of Mango Value Chain in Dire Dawa Administration, Ethiopia

Mango is a major fruit of Dire Dawa administration. This study was carried out with the main objective to Value Chain Analyze of Fruits: the case of Mango Value Chain in Dire Dawa Administration, Ethiopia. In order to select sample respondents the researcher was employed purposive, simple random sampling and snowball technique to select the primary cooperative, draw household respondents of mango grower and trader respectively to extract qualitative and quantitative data for the study. A total of 286 mango producers were selected through four-stage sampling technique and 53 traders from different level were used to collect primary data using questionnaire and semi-structured interview, it was analyzed by both descriptive such as statistics for the demographic characteristics of the respondents, role of actors and value addition and profit distribution among the chain ,opportunity and constraint and econometric analysis tool namely OLS to analysis the determinants of mango Market supply of farmers in DDA was employed. The finding of research shows that the profitability and gross marketing margin approach of market analysis showed that wholesalers and processors received equally the highest marketing margin 34.17and highest profit share (37.8 %), while producers received the least marketing margins (19.18%) from mango trade. Generally, all market participants were operating at profitable level, but producers were relatively disadvantaged from the market as they received lowest share from consumers’ price. Moreover, sex of household, land allocated to mango, market distance, farming experience and extension service determined mango market supply. Accordingly, market performance of mango has shown that producers were relatively disadvantaged and various determinants contributed to reduced market supply of mango. Therefore, strengthening of extension service and education of farmers and improvement of farmers’ experience and infrastructure and enforcing primary cooperative and union toward the goals of establishment is recommended.