DEPARTMENT OF AGRIBUSINESS AND VALUE CHAIN

MANAGEMENT

ANALYSIS OF MANGO VALUE CHAIN: THE CASE OF GOZAMN

WOREDA, ETHIOPIA

SINER RESEARCH PROPOSAL

BY:
DEJYTINU TIBEBU
ID NO 1075/11/
DEBRE MARKOS UNIVERISTY BURIE CUMPAS

APRIL, 2021
BURIE, ETHIOPIA
VALUE CHAIN ANALYSISOF MANGO INCASE OFGOZAMN WOREDA
EAST GOJAMZONE

BY:
DEJYTINU TIBEBU
ID NO 1075/11/
MAJIOR ADVISOR: MEZGEBU (MSc)

A SENIOR RESEARCH PROPOSAL SUBMITTED TO DEBRE MARKOS

UNIVERISTY DEPARTMENT OF AGRIBUSINESS AND VALUE CHAIN
MANAGEMENT IN PARTIAL FULFILLMENT OF THE REQUIREMENT
FOR BACHELOR OF BSC DEGREE IN AGRI-BUSINESS AND VALUE
CHAIN MANAGEMENT

I
ACKNOWLEDGEMENT
First of all, I would like to express my heartfelt thanks and gratitude to God. Next I would like to
express my gratitude to my advisor MEZGEBU (MSc.) for her guidance, tremendous assist,
understanding, patience, and support at all times. She made this work to be done with her
innovativeness which enriches my experience to a greater extent. Her ideas and way of working
is truly remarkable.

II
ACRONYMS AND ABBREVIATIONS

AAFC Agriculture and Agro Food Canada

CSA Central Statistical Agency

FAO Food and Agricultural Organization

JICA Japan International Cooperative Agency

KM Kilo Meter

PPS Population Proportionate to Size

VCA Value Chain Analysis

III
TABLE OF CONTENTS

Contents
ACKNOWLEDGEMENT..............................................................................................................II
ACRONYMS AND ABBREVIATIONS....................................................................................III
LIST OF TABLES.......................................................................................................................VI
ABSTRACT.....................................................................................................................VII
1 INTRODUCTION......................................................................................................................1
1.1 BACKGROUND OF THE STUDY AREA..............................................................................1
1.2. Statement of the problem..................................................................................................................2
1.3. Objective of the study.......................................................................................................................4
1.3.1 General objectives......................................................................................................................4
1.3.2. Specific objectives of the study.................................................................................................4
1.4. Research Questions...........................................................................................................................4
1.5. The Scope of the Study.....................................................................................................................5
1.6 Limitation of the study.......................................................................................................................5
1.6. Significance of the study..................................................................................................................5
2. LITERATURE REVIEW.........................................................................................................6
2.1. Concepts and definitions...................................................................................................................6
2.1.2. Benefit of Value Chain in Agricultural Sector...........................................................................7
2.1. 3 Overview of Production and Consumption of Mango in Ethiopia.............................................7
2.1.4. Peculiarities of agricultural production and marketing..............................................................7
2.1.5 Value Chain Actors.....................................................................................................................8
2.2 Empirical Studies of Value Chain of Agricultural Products............................................................10
2.2.2. Constraints and opportunities of mango production and marketing.........................................11
3. METHODOLOGY..................................................................................................................12
3.1. Description of the Study Area.........................................................................................................12
3.2 Sampling Techniques and Sample Size Determination....................................................................15
3.3 Types and Sources of Data..............................................................................................................16
3.4. Method of data collection...............................................................................................................16

IV
 3.5. Method of Data Analysis................................................................................................................16
4. Work plan.......................................................................................................................18
5. Budget plan........................................................................................................................19
6. REFERENCE......................................................................................................................20

7. Apendx

V
LIST OF TABLES

Table 1: work plan………………………………………………………………..18

Table 2: Budget Break Down……………………………………………………19

VI
ABSTRACT
Mango is one of the most important tropical and subtropical fruits of the world and is popular
both in fresh and processed forms. It is called as the king of fruits on account of its nutritive
value, taste, attractive fragrance and health promoting qualities. The study will be conducted in
gozamn woreda east gojam zone. It will be initiated with the general objective of analyzing the
mango value chain, with the specific objective of identifying the value chain actors and their
functions in the mango value chain, identifying the marketing channels along the mango value
chain, and identifying the constraints and opportunities of mango production and marketing are
the primary objectives of the study. The study will use quantitative and qualitative types of data.
Both primary and secondary sources of data will be used. For the achievement of the objective
of the study, Gozamn Zuria Woreda will be purposively selected based on the extent of mango
production. In Gozamn Zuria Woreda, there are 29 Kebeles. Out of these Kebele, 9 Kebele
produce mango. Among those Kebele, two Kebele, namely, Chano-mile and Kebele will be
selected randomly.About 814 mango producers will be selected randomly from the two kebele
administrations proportionally and the sample size becomes 89.Descriptive statistics will be
used to analyze the data.

Key words: Mango, value chain, value chain Analysis,Gozamn Woreda.

VII
1 INTRODUCTION

1.1 BACKGROUND OF THE STUDY AREA

Mango (Mangiferaindica) is a fleshy stone fruit belonging to the panes Mangifera, consisting of
numerous tropical fruit trees in the flowering plant family Anacardiaceae. Mango is native to
South Asia from where it was distributed worldwide to become one of the most cultivated fruits
in the tropics.Mango serves as a fruit crop and as a subsistence crop for family farms. As it
ripens at the end of the dry season and at the start of the rainy season, the mango is a
fundamental source of nutrition for rural populations (Vayssières et al., 2012).

Mango is produced in most frost-free tropical and sub-tropical climates. More than 85 countries
in the world cultivate mango.Mango is one of the most widely cultivated and globally traded
tropical and subtropical fruit trees in the world (Clarke, et.al, 2011).

Mango is a king of fruits due to its attractive appearance, delicious taste, excellent flavor, high
nutritional value, variety diversification, year-round production and wide adaptability on
different growing conditions. Mango is commercially grown in 90 countries and known as the
most important tropical fruit crop of Asia. It is also considered as fruit of excellence and thus has
prominent position among commercial fruits grown in Ethiopia. The major production countries
are India, China, Thailand, Indonesia, Philippines, Pakistan, and Mexico. The total production
area of mango in the world is around 3.69 million hectares. The total amount of mango
production in the world is around 35 million tons (FAO, 2011).

Fruits are a versatile product that, depending on need, can be consumed within the household or
sold. Marketing fresh and processed fruit products generates income which can act as an
economic buffer and seasonal safety net for poor farm households. Tropical and sub-tropical fruit
can make a significant direct contribution to the subsistence of small-scale farmers by providing
locally generate nutritious food that is often available when other agricultural crops have not yet
been harvested. Diversification into fruit production can generate employment and enable small-
scale farmers to embark on a range of production, processing and marketing activities to
complement existing income-generating activities (Clarke et al., 2011).

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 In Sub-Saharan Africa (SSA), growing both domesticated and wild fruit species on farms
diversifies the crop production options of small-scale farmers and can bring significant health,
ecological and economic revenues (Keatinge et al., 2010).

Ethiopia is agro-ecologically diverse and has a total area of 1.13 million km 2. Many parts of the
countryare suitable for growing temperate, sub-tropical or tropical fruits. For example,
substantial areas in the Southernand South-Western parts of the country receive sufficient rainfall
to support fruits adapted to the respective climatic conditions. Ethiopia has a potential irrigable
area of 3.5 million ha with net irrigation area of about 1.61million ha, of which currently only
4.6 % is utilized. Total fruit production in Ethiopia is about 500 thousand tones. Fruits have
significant importance with a potential for domestic and export markets and industrial processing
in Ethiopia. The main fruits produced and exported are banana, citrus fruits, mango, avocado,
papaya and grape fruits (Zeberga, 2010).GOZAMN WOREDA administrative zone of the EAST
Region of Ethiopia is known for its high potential in tropical fruit production (mainly mango,
banana, lemon and papaya). The area contributes 10% to 15% of the estimated 135,000 tons of
national fruit production. However, its potential is much higher and supply to the Addis Ababa
market could be as high as 40% of the total amount delivered to the Capital City. Mango is the
largest produced tropical fruit in EAST GOJAM Zone, EAST Ethiopia, production of mango at
gozamn Zuria Woreda is100,800qt and total area coverage is 634 ha (Woreda KEBY of
Agriculture and Rural Development,2009).

Presently, mango sales contribute 10% of the household income in Gozamn Zuria Woreda. The
estimated total annual mango production in the Woreda is 25,384tons. Out of this, 25% (8,096
tones) is the estimated post-harvest loss. Thus the marketable amount of mango per annum from
the Woreda is estimated to be 24,288 tons. From the potential marketable amount, only 1000
tons (6%) are formally marketed through Addis Ababa fruits and vegetables wholesalers. The
rest is retailed and consumed locally in Debre markos report, 2012).

1.2. Statement of the problem

In Ethiopia, the existing income generating capacity of mango as compared to its immense
potential is not encouraging. A large volume of mango fruits are produced in SNNPR, most

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mango fruit trees grown in back yard or in part of farm land of small farm house hold in widely
with lack of management of trees. Problem such as lack of custom to use tools for harvesting
fruits, high tree height, cheap price of fruit, pre and post-harvest handling problems that hinder
development of the chain. Moreover, much losses occur in the long distance distribution to the
South region because lack of better track transport technique to be introduced. At present, market
facilities are not well and poor conditions hinder the efficient transaction. The value chain
analysis of mango is a useful tool to identify efficiency and competitiveness of a mango enabling
a competitive market environment.
Smallholders are supplying fruit throughout the year in Gozamn Zuria Woreda, but they could
not generate as much benefit from production. This is due to improper understanding of the
market situation by smallholder producers, and lack of previous study on key market chain actors
within the Woreda. Getachew (2014) reveals that wholesalers (supplying the bulk to consumers)
are making the highest net margin as they have short channels between producers and
consumers, and acapital advantage over the other chain actors. Hence, farmers are forced to
obtain a lower share of profit margin.
Mango is one of potential fruit crop produced in Gozamn Zuria Woreda in East Gojam zone
which has a significant contribution to the livelihood of small scale farmers in the area thereby
contributing to the income of the majority of smallholder producers as well as ensuring of food
security. Moreover, mango is playing a crucial role in creation of business and employment
opportunities for the many firms and commercial agents in the area. Although mango production
in Gozamn Zuria Woreda in East Ethiopia is high, mango value chain analysis has not yet been
conducted and analyzed for the target area even if there is high extent of mango production and
transaction of mango from the production point to the different spatial markets.
A study by Getachew (2011) on farmer’s involvement on value added produce finds out several
issues limiting the exploitation and maximization of value-added products. Some of them are
growers sold all their produce, and therefore did not see a clear need to become involved in
adding value to the remaining produce, lack of resources preventing them from adding value to
their foods, the lack of physical facilities to process food, the absence of financial means,
sanitary and other requirements are currently impeding many farm operators to fully optimize or
maximize their food production. And suggested that the involvement of government to assist
different growers to become beneficiary from their produces.

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Value chain study conducted on mango by Dendenaet al. (2009) indicated that the subsector
faces some challenges. Among others: highly disorganized and fragmented industry with weak
value chain linkages, long and inefficient supply chains, inadequate information flows and lack
of appropriate production are explained as the major problems. These inspired the researcher to
conduct value chain analysis of mango on the study area and by believing that value chain
analysis is essential as it is a powerful diagnostic tool that can identify critical issues and
blockages for specific target groups – and provides a framework for interventions to change the
circumstances of the poor resource ;( Jonathan Mitchell, etal, 2009). Therefore, this study will be
conducted with the main purpose of investigating mango value chain, identifying the mango
value chain actors and their roles, identifying marketing channels along the mango value chain,
identifying the constraints and opportunities of mango production and marketing in the study
area.

1.3. Objective of the study

1.3.1 General objectives

The general objective of this study is to analyze the mango value chain in Gozamn Zuria Woreda
ofEast Gojam Zone.

1.3.2. Specific objectives of the study

1 To identify mango value chain actors and their functions in the study area
2 To identify marketing channels along mango value chain in the study area
3 To identify the constraints and opportunities of mango production and marketing in
the study area

1.4. Research Questions

Under the study, the following research questions will have been addressed in the study.

1. What are the mango value chain actors and their functions in the study area?
2. What are the marketing channels along mango value chain in the study area?

3. What are the constraints and opportunities of mango production and marketing in the
study area?

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1.5. The Scope of the Study
The study will be conducted in Gozamn Zuria woreda i East Gojam zone,with specific focus on
analysis of mango value chain. Conceptually, describing important mango value chain
actors,mango marketing channels, and identification of constraints and opportunities of mango
production and marketing will be the center of the study.

1.6 Limitation of the study

The area coverage is limited to keby with specifically selected kebeles that is
originated Gozamin woreda. The major market participants (producers,
intermediaries and consumers) shall be assessed. The limitation of the study may
be due to the lack of time and research fund the data will be collected from the
selected mango value in Gozamin woreda. It may be difficult to get the relevant
data due to unwillingness of the respondents and lack of written materials related
to mango value chains in gozamin woreda, East gojiam zone. Unavailability of
reliable data, analytical skills. Therefore, actors’ the study was not incorporate all
potato value chain actors in gozamin worked and gozamin is considered as the
source of supply.

1.6. Significance of the study

The main significance of the study will be for all actors in the mango value chain system to make
improvement on their day to day activities and their operation by having of the forwarded
supportive points of the researcher. It also provides a holistic picture of existing challenges,
opportunities and entry points in the mango value chain as well as describes important marketing
channels on mango value chain and analyzes mango value chain actors and their functions in the
chain. Furthermore, the study will help the researcher to gain insight on how to conduct research
and it will help other researcher as source material for further study.

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2. LITERATURE REVIEW

2.1. Concepts and definitions

A value chain is a chain of activities. Products pass through all activities of the chain in
sequence and at each activity the product gains some value. The chain of activities gives the
products more added value than the sum of added values of all activities. It is important not to
mix the concept of the value of the product with the costs of producing it (ErikHempel, 2010).

A value chain describes all the activities, functions, roles and organizations involved in the
production, delivery and consumption of products from raw materials to final consumption
and back again through reverse flows (Hastings et al., 2016). Colloquially, this system is
often described as ‘farm gate to plate’, or ‘beef to burger’, simple descriptors for what are
dynamic and complex systems (Hearn Shaw and Wilson, 2013).

Value chain analysis (VCA) can be a useful tool as a firm seeks to achieve competitive
advantage. It describes the roles of the different actors involved in the production and trade of a
commodity, and the costs, benefits, opportunities and/or constraints accrued/faced by each actor;
and it also describes the relationships between these different actors in the chain. A value chain
is a way of conceptualizing the activities that are needed in order to provide a product or service
to a customer. It depicts the way a product gains value (and costs) as it moves along the path of
design, production, marketing, delivery, and service to the customer.( Value Chain Analysis and
Competitive Advantage Prescott C.( Ensign 2012)

However, value chains can also be seen as a vehicle by which new forms of production,
technologies, logistics, labor processes and organizational relations and networks are introduced.
(Jacques H.Trienekens, 2011)

Value chain actors: The chain of actors who directly deal with the products, i.e. produce,
process, trade and own them.

Value chain supporters: The services provided by various actors who never directly deal with
the product, but whose services add value to the product.

Value chain influencers: The regulatory framework, policies, infrastructures, etc.

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2.1.2. Benefit of Value Chain in Agricultural Sector
Value chain is useful as a poverty reduction tool if it leads to increase on and off farm rural
employment income. Increase agricultural productivity alone is not sufficient route out of
poverty within the context of globalization increasing natural resource degradation. A focus on a
post-harvest activities differentiated value added products and increasing likes with access to
market with goods produced by low income producers would appear to be the strategy open to
small holders (Lundyetal,2002). Adding value does not necessarily involve altering a product. It
can be the adoption of new production or handling methods that increase new farmer’s capacity
and reliability in meeting market channel. Value added can almost anything that enhances the
dimension of business. The key is that the value adding activity must increase or stabilize profit
margin and the output appeal the consumer (AAFC, 2004).

2.1. 3 Overview of Production and Consumption of Mango in Ethiopia

Fruit production is very limited compared with food crops production like vegetables. Attention have
been given to fruit production is comparatively lower than food crops made effort to promote production
and to improve quality/introduced improved varieties seen to have been so insignificant . In Ethiopia, the
domestic market consumption is largely in its fresh forms due to that the cost increment for processing
and packaging would make it beyond the purchasing power of the vast majority of the Ethiopia consumer
group (low income). However ,since 1997 the demand of canned fruit in Ethiopia has increased by 7%
suggesting there is a sufficient domestic market for canned mangos can be produced (Triune, 2009). The
result survey on quality needs and buying behavior of fresh fruit in Hawassa /JICA study team, (2010)
revealed that 80% of customers purchase fruits one to two three times in a week.

2.1.4. Peculiarities of agricultural production and marketing

Profitability of horticultural production has attracted most farmers due to higher from income as
compared to cereal production. Cultivation of fruits and vegetable allow for productive employment
where the labor /land ratio is high. Expanding the sale of horticultural production is often hindered by
lack of market access, market information and many biological factors (Weinberger and Lumpkin, 2005).
Compared to most other products agricultural products are both bulkier perishable. Bulk affects the
marketing function concerned with physical handling. All biological products ultimately deteriorate. Even
the most storable agricultural products, however are usually more perishable than industrial products
(kohl and Hull, 2008). According to Mote (2007) the existence of large number farmers or sellers and
limited number of merchants (buyers) particularly in the perishable products market, the bargaining

7
position of farmers are usually week. Beside the market structure, farmers and merchants may not have
equal information from central transaction.

Mango: It is a perennial tree which can live more than fifty years and it is also the leading fruit
produced in most parts of eastern and south-western Ethiopia both in area coverage and
quantities produced. There are also ample garden Mango trees in different parts of the country at
farmer’s holdings. The livelihood of most of these farmers is highly supplemented by the sale of
Mango fruits. According to FAOSTAT (2010) the total cultivated area for Mango in Ethiopia is
not more than 12, 000 hectares.

2.1.5 Value Chain Actors

According to Muluken,.(2014) market chain actors can be defined as “a people who

directly involved in the exchange of goods; and it starts from input suppliers, producers, rural
traders or assemblers, processors, urban wholesalers, retailers and consumers.”
Market chain actors are grouped into four based on the function they contributed to the market
chain system: (Muluken, (2014)
1. Production actors the actors whose roles are directly associated to basic agricultural
production, starting from input provision, for elaborating the market chain’s product(s). This
category can comprise pre-production, production, harvest, or extractive activities.
2. Post-harvest and processing: the actors whose roles are directly linked to post
harvest management (cleaning, sorting, and packaging) or processing of primary goods
into value added products.
3. Trading actors: the actors whose tasks are connected to the buying and selling of
the market chain’s product(s).
4. Provider of business development services: include individual actors, organizations, or
companies that offer business development services to the market chain.

Producer

It is principal link in the marketing chain of agricultural products. The producer produces the
products and supply to the next agent. From the movement he/she decides what to produce, how
to produce, how much to produce, when to produce, and where to sale.

8
Wholesalers
Wholesalers obtain large quantities of products from producers, store them, and break them
down into cases and other smaller units more convenient for retailers to buy, a process called
“breaking bulk.” Wholesalers get their name from the fact that they resell goods “whole” to
other companies without transforming the goods.
Brokers, or agents;
They don’t purchase the products they sell (take title to them). Their role is limited to negotiating
sales contracts for producers.
Retailers
Retailers buy products from wholesalers, agents, or distributors and then sell them to
consumers. Retailers vary by the types of products they sell, their sizes, the prices they
charge, the level of service they provide consumers, and the convenience or speed they offer.
Consumer
It is the last link in the marketing chain. The participants and their respective functions often
overlap. The widest spread combinations are: traders- wholesalers that collect the commodity
and supply it to retailers, wholesalers-retailers (wholesalers that also sell directly to
consumers and wholesalers- exporters).

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2.2 Empirical Studies of Value Chain of Agricultural Products
There are an ample number of research had been conducted in the field of market chain of
different agricultural commodities and there summary is as follows;

Study by Ayelech (2011) on fruits market chain analysis reported that the small scaling
deduction, quoting of lower prices, lack of market information and deficiency in capital and
credit availability are the major problems in the study area.

A study by Abel (2011) on farmers‟ involvement on value added produce finds out several
issues limiting the exploitation and maximization of value-added products. Some of them are
growers sold all their produce, and therefore did not see a clear need to become involved in
adding value to the remaining produce, lack of resources preventing them from adding value to
their foods, the lack of physical facilities to process food, the absence of financial means,
sanitary and other requirements are currently impeding many farm operators to fully optimize or
maximize their food production. And suggested that the involvement of government to assist
different growers to become beneficiary from their produces.

A study by Aoudji et al (2012) on teak poles value chain, the study employed cost accounting
and gross profit analysis method for the study and pointed out that the value-added on the chain
was positive and farmer who grow teak pole has increased their wealth. In addition to this the
study also finds out that transportati

ng the conditions of smallholders. Regarding the problems, the result revealed that bad seed
quality is the major challenge followed by difficulty of getting loans and lack of investments in
case of production and poor road network being the biggest infrastructural issue in potato
production. Thus, poor seed quality, low access to loans
Value chain study conducted on mango by Dendenaet al. (2009) indicated that the subsector
faces some challenges. Among others: highly disorganized and fragmented industry with weak
value chain linkages, long and inefficient supply chains, inadequate information flows and lack
of appropriate production are explained as the major problems. The study recommended
institutional innovation to reduce the above challenges.
From these reviewed literatures severe production seasonality, seasonal price fluctuations,
transportation, lack of stable seed supply system, lack of market information, weak extension

10
support, poor pre-and post-harvest handling, prevalence of pest and diseases, lack of storage are
some of the critical problems encountered agricultural commodities production in Ethiopia.

2.2.2. Constraints and opportunities of mango production and marketing

According to Bezabih 2008,the major constraints of marketing identified by the same study
include lack of markets to absorb the production, low price for the products, large number of
middlemen in the marketing system, lack of marketing institutions safeguarding farmers' interest
and rights over their marketable produces (e.g. cooperatives), lack of coordination among
producers to increase their bargaining power, poor product handling and packaging, imperfect
pricing system and lack of transparency in market information communications. The importance
of market co-ordination and market participation have been highlighted and described as one of
the most important constraints responsible for the poor performance of mango (Dorward et al.,
2005).

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3. METHODOLOGY

3.1. Description of the Study Area

Gozamn Zuria Woreda is one of the Woreda in East Gojam zone Eastern region of Ethiopia.
This sutdy will be in debremarkos bordered on the East gojiam by the kebe kebele special
gozamin Woreda.
Population
Based on the 2007 census by the CSA, the Woreda has a total population of 164,529, ofwhich
82,199 are men and 82,330 are women; none of its population is urban dwellers. TheMajority of
the inhabitants are Protestants, with 53.91% of the population reporting that theybelong to
thatbelief, 29.31% follow Ethiopian Orthodox Christianity, and 12.6% practicedtraditional
beliefs.
Location
GOZAMN WOREDA is found in East part of the Weast Nation Nationalities and
People’sRegional State, in East Gojam Zone at a distance 300 km from Addis Ababa, and 111
km from Burie, the regional Capital town. Its astronomical location is located between 06°05
North latitude and37° 38 East longitudes.
Topography
Theelevation of the study area ranges from 1200 meters above sea level around eastern part to
3000 meter above sealevel in north western part. Eastern part of the study area is dominated by
flat lying topography, while the northern andnorth western parts constitute areas with high
altitude.The study area involves six major types of land use. These are settlement, farmland,
water bodies, forest, bush landsand bare lands. Farmland account about 46% of the total area,
including two private large farm lands (AmibaraAgricultural development plc. and Lucy
Agricultural development plc.) and farmers owned farm lands. The seconddominant land use is
bush land area which accounts 34.1%, settlement areas account 12.5%, dense forest of the
totalarea found around the two lakes accounts 5.7%, water bodies accounts 0.85%, and bare
lands account 0.85% found indifferent parts of the district, which is left fallow.

Rainfall
The climate of the Gozamn Zuria woreda ranges from tropical to alpine due to its great
difference in altitude and topographical elevation. Rainfall pattern is bimodal, erratic and

12
unreliable, with the mean annual precipitation ranging from 750 mm – 1300 mm depending on
altitude and moisture bearing seasonal air current. ‘Belg’ (long rainy season) and ‘meher’ (short
rainy season) are the two rainfall seasons. The main rains are from April to May, while the small
rains are from September to October.
According to (Defaru Debebe. et al, 2013), the rainfall trends of Gozamn woreda were shown the
same trend over time. However, there are diverse ranges of factors that limit the smallholders’
agricultural production in Gozamn Zuria woreda: amongst these most agricultural production
problems in the area are rainfall variability-amount and distribution which cause
drought/moisture stress, delayed planting date and end season drought; extreme weather.
Phenomena, dry spells and heavy rains– causing flooding, water logging and siltation of
sediments in lower watercourses; low level of technology adoption; declining soil fertility
Temperature
The information of climatic data indicate that the temperature is shown decreasing trend in the
Meher season (June, July and August). The average minimum and maximum temperature of the
Gozamn Zuria woreda were ranging from 17.30c – 30.6 0c. According to the different
information, the minimum and maximum temperature trends of the area were shown variation
when compare to the current versus to the two decades before. This temperature variation can
cause increased evapotranspiration, shorter growing periods, drying of the soil, increased pest
and disease pressure. Climate change is also expected to cause increased variability of
temperature and rainfall, increased intensity and frequency of extreme events, including
droughts, floods and storms

Farming System, Crop production and Livestock population of the Gozamn

Zuria woreda
Crop production and area under major crops
Crops and cropping activities are essentially determined by rainfall pattern and distribution. The
bimodal rainfall distribution results into two cropping seasons, locally named as
‘belg’and‘meher’cropping seasons. The belg rain (Short rains) is useful for short duration crops;

13
and for the land preparation and germination of long season ‘meher’ crops. About 80 percent of
the total crop production, comes from meher (long rainy season) crops, mainly maize and
sorghum. Two third of the ‘belg’ crops are composed of small cereals like barley and wheat;
vegetables like potato; and Pulses like haricot beans; which are grown exclusively in midland
and highland areas. The major crops produced in the different agro-ecologic zones of the woreda
include several annual and perennial crops. Annual crops include cereals, pulses, oilseeds and
vegetables. Perennials are cash crops, which include coffee and fruits trees. Among cash crops,
fruit is by far the most important source of income, while coffee is the second important cash
crop. Among the annual crops, cereals account for 87 percent of the total cultivated land and
over 76 percent of the gross output. The remaining proportion goes to pulses and oil seeds.
Among cereals, maize takes significant amount of the cultivated land followed by sorghum. This
means that maize and sorghum are the most important staple food crops grown in the woreda.
Maize grows in the highland and mid-highland areas, while sorghum is most suited to lowlands
and mid-highlands.
Livestock Population
Livestock plays a vital role in the social and economic life of the people in Gozamn uria woreda.
Livestock serve as the major sources of draught power, organic fertilizer, food, cash income,
transport, prestige, improved shock absorbing capacity and are principal form of saving and
investment. The distribution of livestock is affected by climate, disease prevalence, population
distribution, farming system and types of land use. In 2014 the number of livestock existing in
the woreda was 26.987 oxen, 32,056 cows, 30,714 heifers and calves, 35,226 sheep, 20,894
goats, 1871 donkeys, 16,091 horses, and 933 mules. All of the above mentioned livestock were
local varieties. The cattle is mainly free grazing (about 65% of all cattle), mainly practiced on the
plains. Stall feeding is conducted near people’s homes and on private plots in the highlands and
slopes. Stall feeding on the plains is only practiced for 10 fattening of livestock, which are given
banana and enset leaves. The free grazing happens in forests, on farm lands, on plains and along
road sides.
Mixed Farming System
Banana and mango were identified as the dominant fruit crops under traditional production
system in the area. The fields of banana and mango were further intercropped with short season
crops such as maize, pepper and tomato in the spaces between the two main crops for the first 3-

14
5 years. Then after, the dominant crop will be mango, which will develop to pure stand in 12 to
15 years according to different information.

3.2 Sampling Techniques and Sample Size Determination

A two stage sampling technique will be used to select the sample kebeles. In the first stage
Gozamn Woreda wiuriae purposively selected as the study area based on the extent of mango
production. In the second stage two kebeles from Gozamn Woreda will be selected randomly.
There are 29 rural kebele administrations in the Gozamn Woreda. From these kebele
administrations, 5 kebeles are major mango producers in the Woreda. Out of 5 producer kebeles
two kebeles will be select randomly for the study. The two kebeles are desa and kebiy.Sample
will be drawn for the study population of selected kebele administration and by employing
Probability Proportional to Size (PPS), the number of farmers taken from each kebele will be
determined. Finally, based on the sampling frame drawn from each kebele administration, simple
random sampling technique will be applied to select the sample mango producing farmers. About
814 mango producers will be selected randomly from the two kebele administrations
proportionally, 553 producers will select from ddsa and 261 producers will select from kebiy.

Sample size determination

Sample sizefor the study will be determined by using appropriate sample size determination
technique using the total population of the sample kebeles. The determination of sample size will
resolve using Yamane (1967), simplified formula to calculate the sample size with the desired
confidence level of 90%.

N
n= 2
1+ N (e )

n = 814/ 1+ 814 (0.1)2

n = 89

Where, n: is number ofsample respondent farmers,

15
N: is the total number of mango producer farmers in sample kebeles,

e: is the precision level. A 90% confidence level is taken and e= 0.01, thenA total of 89
producer’s respondents will be included in the study. The sample kebeles has different household
size. Thus it will be based on population proportionate to size to select sample from each
kebeles.

nt = ni*n/N where, n = sample size.

ni = total mango producers of the kebele.

nt = size of sample from each kebele pps.

553∗89
nt = =60 is from kebiy kebele.
814

3.3 Types and Sources of Data

The study will be used both qualitative and quantitative type of data. The primary and secondary
data sources will be used. The primary data sources will be collected from producers,
wholesalers, retailers and consumers through questionnaires and interview. The secondary
datasources will be collected from published and unpublished source of data such as data from
the Woreda agricultural office, journals or related literature and documents.

3.4. Method of data collection

The main element of data collection of this study will be questioning and interviewing for the
collection of primary data from producers, wholesalers, retailers and consumers. The Secondary
data will be collected from published and unpublished reports of different level of agricultural
bureau, reports of central statistical agency

3.5. Method of Data Analysis

The data collect from primary and secondary sources will be analyzed by using qualitative and
quantitative techniques of data analysis. Researcher will use descriptive such as mean,
percentage, and frequency distribution for quantitative data. Descriptive statistics will used for
16
the demographic characteristics of the respondents, role of actors and to identify key constraints,
opportunities of the fruit marketing supply and for value addition and distribution among the
chain. The quantitative data will be presented in tabular or graphic forms. While qualitative
information incorporate in the report to support the quantitative data will be expressed by
statements.

17
 4. WORK PLAN
Table: 1 work plan

S ACTIVITIES FEBRURY MARCH APRIL MAY JUNE

.
N
O
1 Title selection 

2 Gather source for titles 

3 Prepare material 

4 Proposal presentation

5 Sample collection 
And analysis
6 Data analysis 

7 Research writing 

8 Research submission 

9 Research presentation 

18
 5. BUDGET PLAN
Table 2: Budget Break Down

No Items Units Quantity Unit price Total price Remark

amount

1 Stationers cost

1.1 Pen No 1 10 10 .

1.2 Typing paper 30 1 30 30 .

1.3 Computer laptop NO

writing
1 100 100 .

1.4 staplers Packet 1 10 10 .

2 Communication cost

2.1 Telephone Minute 3 25 75 .

2.2 Note book NO 2 20 40 .

2.3 Personal cost 3 40 120 .

3 Researcher P/d 5 50 250 .

3.1 Assistance p/d

2 70 140 .
Transportation cost
Sum of subtotal 775 .
4

19
6. REFERENCE

AAFC/agriculture and agro food Canada/, 2004 value added agriculture in Canada. Report of the
standings senate committee on agriculture and forestry, 2004. Agriculture and agro food
Canada.

Abraham Tegegn Woldesenbet; 2013 ‘’value chain analysis of vegetable;-The case of Haribo
and Kombolcha woredas in Oromia Region, Ethiopia’’ MSc thesis HarumayaUniversity.

Aoudji, A.K., Adégbidi, A., Agbo, V., Atindogbé, G., Toyi, M.S., Yêvidé, A.S., Ganglo, J.C. and
Lebailly, P., 2012. Functioning of farm-grown timber value chains: Lessons from the
smallholder-produced teak (Tectona grandis Lf) poles value chain in Southern
Benin. Forest Policy and Economics, 15, pp.98-107.

Ayelech Tadesse, 2011. Market chain analysis of fruits for Gomma woreda, Jimma zone, Oromia
National Regional State.M.Sc thesis presented to School of Graduate Studies, Haramaya
University.p110.

Clarke, C., Schreckenberg, K & Haq, N.N., 2011. Fruit Products for Profit; Rural Infrastructure
and Agro- Industries Division Food and Agriculture Organization of the United Nations,
Rome.
DendenaGetachew, EfremLema and Lema Belay, 2009.Fresh mango value chain analysis in
Arbaminch area. Organization of value chain competency. Addis Ababa, Ethiopia.
Duarte Alonso, A., 2011. Farmers' involvement in value-added produce: the case of Alabama
growers. British Food Journal, 113(2), pp.187-204.
Ensign 2012 Value Chain Analysis and Competitive Advantage Prescott C.

FAO, 2011. Utilization of tropical foods: fruit and leaves. Food and nutrition paper, via delle
terme dicaracalla, 00100 Rome, Italy.

Ferdous et al (2012) on value chain analysis for Fish Species in Bangladesh, research.

Getachew Abebe Woldie and E.A.Nuppenau-2014 ‘’agricultural development of market

integration conference on the Ethiopian economy

20
Hastings, K., Howieson, J. And Lawley, M. (2016).Creating Value Chains: The Role of
Relationship Development. British Food Journal, 118(6), Pp. 1384-1406.

Hearnshaw, E. J. S. and Wilson, M. M. J. (2013).A complex network approach to supply chain

network theory. International Journal of Operations & Production Management, 33(4),
pp. 442-469.

Jacques H.Trienekens, 2011 Agricultural Value Chains in Developing Countries A Framework

for Analysis International Food and Agribusiness Management Review Volume 14
Associate Professor, Wageningen University-Management Studies and Maastricht
School of Management Hollandseweg 1, Wageningen, the Netherlands.

JICA/Japan international cooperative agency study team, 2010. The result of the survey in
quality need and buying behavior of fresh fruit in Hawassa.

Keatinge, J.D.H., Waliyar F., Jamnadas, R.H., Moustafa, A., Andrade, M., Drechsel P, Hughes
Jd’A, Kadirvel P, Luther K. 2010. Re-learning old lessons for the future of food – by
bread alone no longer: Diversifying diets with fruits and vegetables. Crop Science 50:
S51–S62.

Kohls, R, L and J, N, UHL, 2008.Marketing of agricultural products fifth edition. MS Millan

publishing company New York, America, p 624

Lumpkin, T.A.K Weinberger and S.Moore, 2015.Increasing income through fruits and
vegetables production opportunities and challenges. Marrakech, Morocco. 10p.

MotiJAleta, 2007.Econometric analysis of horticultural production and marketing in central and

eastern Ethiopia. PHD dissert at Wageningen University, The northlands.

Ouma, E.A. and Jagwe, J., 2010. Banana value chains in central Africa: constraints and
opportunities (No. 308-2016-5039).

Rahko, J., 2012. Potato value chain in Tanzania.

Tiruneh, D. (2009), value chain development of mango and highland fruits production SNV,
Ethiopia.

21
Vayssières, J.F., Coulibaly, O. S., Antonio, A. C., Adandonon , A. D., Dabire, R.A., Ouedraogo,
S. N., 2012. Mango vol. 2: cultivation in different countries. (Eds.) Studium Press LLC,
pp. 208-229. ISBN 1- 933699-94-9

Weinberger, k., and Lumpkin, T. A., 2005. Horticulture for poverty alleviation – the un-funded
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Taiwan

Woreda Burea of Agriculture and Rural Development. 2009. “Survey Report on Production of
mango”. Unpublished: Arbaminch, Ethiopia.

Zeberga, S., 2010. Thesis on the production and quality evaluation of spray dried fruit
production, Addis Ababa

APPENDX

DEBREMARKOS UNIVERSTY BURIE CUMPAS OF AGRICULTURE

Department of Agribusiness and value chain management

QUESTIONARY
Survey Questionnaires
Dear respondents, I kindly request you to support me by giving relevant information on this
questionnaire. Its aim is to get information on mango value chain analysis in gozamin
woreda. The questionnaire is prepared by student DEJYTINU TIBEBU who is a third year
Agribusiness and Value Chain Management department student at DEBRE markos University
burie cumpas for the purpose of senior research project in partial fulfillment of the Bachelor
Degree of agribusiness and value chain management. Therfore please fill the blank spaces
accordingly.
Questionnaires for respondents

Part one: Geographic characteristics of the respondents

22
Name --------------------------age ------------------------------region ----------zone
-----------------------woreda -------------------------kebele -------------------------sex -------------------

Distance from woreda to kebele ---------------- km --------------day -------------------- time ----------

Part two: Demographic characteristics of the respondents

1. Family size: male ----------------------- female ------------------------- total ---------------------------

2. Religion: A. orthodox B. protestant C. catholic D. Muslim

3. Marital status: A. single B. married C. divorced D. widowed

4. Educational level: A. Illiterate B. primary school C. college D. university

5. Occupations: A. farmer’s B. trader C. government organization

6. How much hectare of land? A. One B. half C. two

Questionnaires for producers or farmers

1. What are the determinants of your product?

A. Quality B. seasonality C. other

2. Who initiated you to involve in this activity?

A. yourself B. friends C. family D. government

3. From where you get mango input? A. government B. NGO

C. cooperative D. individual

4. For whom you supply your product? A. Wholesaler B. consumer C. retailers D. Collectors

5. What are the major opportunities of mango production? A. availability of fertile land

B. availability of credit service C. the demand of mango D. the market price

E. availability of cheap labor

23
6. What are the constraints of producing mango? A. Shortage of market information

B. shortage of credit service C. disease of mango plants D. shortage of quality input

Questionnaire for wholesalers

1. Whom do you buy the mango product? A. farmer’s B. retailer’s C. brokers

2. How do you undertake the marketing activity? A. alone B. partnership C. all

3. How do you search information on the determinants of supply and demand, price of product as
compared with other markets? A. other traders B. personal visit or observation

C. telephone D. radio

4. To whom do you mostly sale your product? A. farmers B. retailers C. consumers D.

other wholesalers

5. Do you participate in mango marketing year round? A. yes B. No

6. if not, at what time or period of you do involve in the activity? A. When price low or high

B. During holiday C. Other periods of the year

7. What motivated you to buy mango product? A. number of demand B. more profitable

C. Nutritional value

8. Who set the price of your product? A. buyers B. myself C. demand D. by supply

9. Who are the main customers of your product? A. Retailers B. processors C. consumers

Questionnaire for retailers

1. Why you come this market? A. buying mango B. Selling mango C. others

2. From whom do you mostly buy mango product? A. wholesalers B. Farmers

C. consumers D. other retailers

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3. Who set the price of the mango products? A. buyers b. set by demand C. Set by supply
D. myself

4. To whom do you mostly sell your product? A. consumer’s B. wholesaler’s C. processors

D. brokers

5. Where do you sell your product? A. in store B. at consumer home C. other place

Questionnaires for consumers

How often do you eat mango? A. during holiday B. once a week C. twice of a week D.
more often

From where do you get mango product? A. from retailers B. from wholesalers C. From
producers D. From brokers.

By what characters of mango you interest when buying? A. ripeness of mango B. size of
mango C. quantity of mango D. quality of mango

By what method do you buy your product? A. by number B. by kilogram C. other

At what time the price of mango rise? A. during winter season B. During autumn season
C. during spring season D. during summer season.

End of the interview!! Thank you very much for responding to the questions.

Name of the Enumerator: …………………………………..Date of Interview………………

ng.

25