In other words, finding out the best way to work within the existing marketing system. This involves building up an understanding of how produce is distributed and sold. The price relationships between the different sales points in the marketing chain have to be studied. Knowledge must be gained about which companies in the distribution chain have reputations for honesty and integrity. Finally it is important to understand how growers can be kept regularly updated with market information in terms of prices and volumes and quality required.
Middlemen are subject to a lot of hostility, much of it unwarranted.
They are generally accused of making excess profits and of dishonesty. It is sometimes not realized that middlemen perform an essential function in carrying out the marketing of produce. They are, in effect, the channel through which produce is taken out of the rural areas and money returned. Experience shows that, provided a market opportunity is identified, which is normally the responsibility of the middleman, farmers will respond by producing the crops. Only rarely is a lack of technology the critical constraint.