Lower wastage mainly depends on improved post-harvest handling but also on better production and harvesting techniques. Higher prices can be obtained by producing the right crops, at the right times and the correct quality. They may also depend on negotiating skills and targeting high price buyers. Increased sales may depend on lower costs but also on finding and developing new markets, new business ventures, new crops, new periods of supply. Traditionally extension officers have provided technical production advice.
Development brings with it the increased commercialization of agriculture.
Farmers need assistance in this transition. Marketing and business advice is a new dimension for extension officers, which requires technical, financial, marketing and management skills. It is an exciting area with scope for innovation and the opportunity to significantly improve rural incomes.