Marketing pathways for Mango crop in Qena Governorate

      The mango crop has an important place among the fruit crops in production, consumption and marketing due to its high nutritional value, as it is considered one of the industrial crops on which many food industries are based. Therefore, it was necessary to study the most important productive and economic indicators and the most important marketing pathways for the mango crop in Qena Governorate. The problem of the study is that the marketing system for the mango crop faces many problems that prevent it from reaching the limit that contributes to maximizing the farmer's profit and thus interest and expansion in its cultivation. Especially since such a crop is considered one of the strategic crops that are exported abroad. Which, represents a source of foreign income that the country is striving to achieve it at the moment. Based on the aforementioned research problem and to identify marketing systems and study marketing margins, the objectives of the study focused on the following: (i) Studying each of the productivity indicators and the most important economic indicators of the mango crop in Qena Governorate; (ii) Analysis of marketing services and margins for each of the producers, wholesalers, retailers, and consumers of the mango crop in Qena Governorate; and (iii) Reaching the highest marketing pathways in obtaining profits for the mango crop in Qena Governorate. Through the results obtained, it was found that there is a decrease in each of the average production and the total production of the mango crop in Qena Governorate, estimated at about 0.17 tons and 226.96 tons, respectively. It was also found that there was an annual increase in each of the agricultural price per ton, the feddan revenue, the production costs per feddan, and the production costs per ton estimated at about 508.12, 1188.11, 1151.08, and 411.38 pounds, respectively. It was also found that there is a decrease in the return on the invested pound estimated at about 0.07 during the period (2006-2021). With regard to each of the profits and marketing margins of the different marketing pathways, it was found that they amounted to about 1241 pounds and 5343 pounds, respectively, for the marketing pathway from the producer to the consumer. While it amounted to about 1343 pounds and 1910.5 pounds, respectively, for the marketing pathway from the producer to the wholesaler. It also amounted to about 156 pounds, 500 pounds, respectively, for the marketing pathway from the wholesaler to the retailer. While it amounted to about 2654 pounds, 2933 pounds, respectively, for the marketing pathway from the retailer to the consumer.  Among the results of the analysis of the variation between the marketing profits of the different pathways, the marketing pathway from the retailer to the consumer directly came first, followed by the marketing pathway from the producer to the wholesaler in the second order, then each of the two pathways from the producer to the consumer and from the wholesaler to the retailer Respectively.