International Journal of Agriculture Extension and Social Development

author(s)
Gadde Sai Siva Rama Krishna and Marepally Udaya Sindhu

abstract
The present study was conducted to examine the marketing practices and estimate the marketing efficiencies of horticulture-based Farmer Producer Organizations (FPOs) in Telangana state. A total of 14 FPOs seven each categorized as Good Performing (GPFPOs) and Non-Performing (NPFPOs) were selected using a multi-stage sampling approach. The analysis reveals that GPFPOs exhibited superior marketing practices such as branding, export orientation, and better post-harvest handling. Marketing efficiency was assessed using both Shepherd’s method and Acharya’s approach. Results showed that GPFPOs achieved significantly higher marketing efficiency due to streamlined procurement, cost control, and value-added services. The findings underscore the importance of enhanced marketing capabilities and post-harvest infrastructure to improve FPO performance.