Evaluating the performance of marketing channels for small-medium scale vegetable producers using Olushandja-Ogongo canal water

Namibia has achieved a significant improvement in local supply of fruits and vegetable throughout the country from both commercial and communal areas. This study evaluated the performance of marketing channels used by small-medium scale vegetable producers utilising Olushandja - ogongo canal water. Using a systematic sampling technique, a sample of 53 vegetable produces from the study area was drawn. A survey consisting of a structured questionnaire was used to conduct face to face interviews with the vegetable producers. The study focused on the 5 dominant crops grown in the study area which were; Tomato, Cabbage, Butternut, Onion and Green pepper. Descriptive statistics, multinomial logistic regression and marketing efficiency measure were used to analyse data. Majority of vegetable producers used informal market channels although there was a reasonable number of producers who used formal market in addition to informal market. Storage facilities, membership to a marketing association and access to marketing information all had a significant positive relationship with choosing mixed marketing channels when informal market served as baseline group through multinomial logistic regression. Transport cost was the highest marketing costs incurred by producers. Furthermore, direct marketing channels had high marketing efficiency index of over 100%. An intermediated channel that involved wholesalers had the least marketing efficiency index. Crops that had high efficiency measures in most channels were Cabbage and Green peppers while Tomato and Butternut had the least efficiency measures. The study calls for marketing bodies to help organise farmers in terms of production and link them to the markets.