In countries cooperatives have been formed to take on the marketing role on behalf of farmers. An effective cooperative will increase the chances of small farms remaining viable as the market becomes more developed and demanding. The manual has shown many examples of informal cooperation between growers. This is ensured through the cooperative's constitution. Many cooperatives have failed through employing the wrong staff and paying them according to government pay scales.
Marketing requires a business mind.
It must have the necessary facilities and equipment to carry out its objectives but without building up too high a level of overheads. Cooperatives are born out of necessity, when growers recognize that their survival depends on the collective negotiating strength that a cooperative can provide. Negotiating and selling . The extension officer's role should be to improve the farmers' negotiating strength, training the grower in the art of selling and alerting him to dishonest practices. Chapter 3 of this book has discussed the extension officer's role in identifying for farmers reputable and appropriate trading partners.