Analysis of Marketing Channels for Plantain in Cross River State

Plantain is a major food crop and income source for farming households in Cross River State, located in Nigeria's South South geopolitical zone, where humid tropical conditions support year-round production. Despite high local output, farmers frequently receive low prices due to poorly structured marketing channels and weak bargaining positions relative to traders. This study analyses the marketing channels for plantain in Cross River State, tracing the flow of produce from farm gate to final consumer and evaluating price margins at each stage. A total of 100 farmers, 40 wholesalers, and 50 retailers were surveyed across three local government areas using structured questionnaires. Marketing efficiency, marketing margin, and price spread analyses were conducted. Results reveal that four distinct marketing channels exist, ranging from direct farm-to-consumer transactions to multi-stage chains involving assemblers, wholesalers, and urban retailers. The producer's share of consumer price was highest (62 percent) in the shortest channel, but only 18 percent of surveyed farmers utilised this channel due to transportation limitations. Marketing margins were widest at the wholesale-to-retail stage. Poor road conditions, inadequate weighing equipment, and absence of collective bargaining mechanisms were identified as structural weaknesses in the marketing system. The study recommends the formation of plantain farmer marketing cooperatives in Cross River State and investment in feeder road rehabilitation to reduce transportation costs and improve producer price competitiveness. Keywords: plantain, marketing channels, price margin, Cross River State, agricultural marketing