The structure of citrus marketing and the problems in the province of Adana

With this study, in the province of Adana, the marketing and marketing problems of citrus are investigated. Approximately 70% of citrus production of Turkey is made in Adana, Mersin and Hatay and in these provinces Adana comes the first in production of citrus with nearly 29% production volume. With the production and the capacity of packaging houses of citrus, Adana has an important place in citrus marketing.The researches made in our province show that producers sell their product in two different ways, they sell their product either by weight or by ?lump sum? method. While the producers who have large amounts usually prefer to sell their product by weight, the small producers prefer the ?lump sum? method. In both methods consumers make he harvest by themselves, delivery of goods happens at the gardens and payments are usually made in terms.As our province?s products are high qualified, they are preferred to be exported to other countries. The whole marketing expenses are paid by the consumers.Despite great demand for citrus production in our province, because of not having enough packaging houses and cold storages, producers become weak against consumers and consumers set the price instead of producers. To come over this problem, there must be producer unions and these unions (comparatives) must get together around the country and they must try to protect producers. Government should support the producers with incentives from the production stage.