Green Packaging and Marketing in Promoting Agribusiness

Abstract

Promotional functionality is a key way to add value and to push forward the agriproducts through packaging and marketing. It is necessary for agriproducts to be dressed appropriately according to markets and cultures it operates in. Packaging is the technology of enclosing or protecting products for distribution, storage, sale and used by end users. Packaging is a coordinated system of preparing goods for transport, warehousing, logistics and sale.  Packaging of agriproducts is even more important considering that about 54% of food is waste during the production process, post-harvest procedures or in storage and transportation.

Indian agricultural contribution to the national GDP is about 13.7% in 2012-13. The term Marketing covers research, branding, personal selling, advertising, direct response, promotions, loyalty, demand generation, etc. Agro-food sector is essential for mankind; much emphasis has been for commercializing the agricultural products. There are three functions involved in marketing are assembling, preparation for consumption and distribution. Selling of any agricultural produce depends on some couple of factors like; demand of the product at that time as well as availability of storage. In the country like- India there are many government organizations, who are also involved in agricultural marketing.