Development possibilities and marketing structure of pomegranate in Adana province

The production of pomegranate has been significantly increased as a result of rapid increase in pomegranate planting areas in Adana province. It is expected that the production recovery of pomegranate produced from those planting areas will be increased in following years. For that reason, the structure of pomegranate's production and marketing should be revealed, the determination of problems that may be encountered in a future and solution suggestions for those problems are necessary. This study is aimed to show the structure of production and marketing of pomegranate. Furthermore, the determination of problems and those' solution suggestions in the marketing were revealed. Adana was selected as a research area because of producing 9,64% of the pomegranate in Turkey. The main material of this research was composed of primary findings that were obtained by a survey from interviewing with producer, realtor, and business. Finally, some problems were determined in terms of the organization of production and marketing of pomegranate. To evaluate the production that is expected to increase in the following years, it is necessary to not only improve the production technique of pomegranate, but eliminate the defects in the organization of marketing. Furthermore, the marketing strategies should be planned there after determination of target market.