Marketing of asparagus

Sántha, Tamás – Tálos, István

Because of changes in the 1990’s the number of persons involved in agriculture in this country has increased. The ratio of people wishing to make a living out of agriculture is considerably greater than in the more developed western European countries. A significant proportion of farmers, because of the size of their holdings, can (could) only maintain themselves and their families by employing intensive farming methods producing quality goods and using appropriate marketing strategies. As an example we shall describe the marketing activity of a Dunántúl company producing good quality pale asparagus. The company cultivates asparagus on 96 hectares of land. They market their product in 8 different assortments via 3 main marketing channels in Germany. For the time being they market only a small quantity in Hungary. The method employed for re-training and the use of multi channel marketing imply a good degree of security.

The main conclusion of this study is that in the interest of business success the production of good quality goods expected in discerning western markets have to be supplemented by conscious and expedient marketing policies.

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