Constraints and Opportunities of Pineapple Marketing in Bureti Sub County, Kericho County, Kenya

A well-functioning marketing system is essential given the perishable nature of fresh pineapple fruits. Most agricultural marketing systems in Kenya as in other developing nations are underdeveloped making it difficult especially for smallholder farmers to access the markets. The objective of this study was to identify the major marketing constraints faced by farmers and traders as well as the major opportunities in pineapple marketing in Bureti Sub County, Kericho County, Kenya. Descriptive research design was used. Primary data was collected from 133 farmers and 37 traders using structured interview schedules through face to face interviews. This was supplemented by secondary data from published and unpublished sources. Descriptive statistics was used to analyse data and results presented in tables and graphs. Results revealed that both farmers and traders faced numerous challenges in pineapple marketing. And that there existed several opportunities for pineapple marketing. Based on the finding the study concludes that there is a lot of potential for the growth of the pineapple sector and that the potential could be unlocked by formulating and implementing strategies that maximizes on the existing opportunities while minimizing on the impacts of the constraints. The study however recommends involvement of all the stakeholders in the pineapple sector in the formulation and implementation of the strategies so as to improve the pineapple marketing systems and enhance growth in the pineapple sector.