Marketing of Jews mallow in Agbedranfo local area in the Southwest of Benin

This study focuses on analyzing the functioning of the marketing systems of jew’s mallow (Corchorus olitorius) produced in Agbedranfo (Dogbo), Southwest Benin. The methodological approach used was based on the Structure-Conduct-Performance paradigm (SCPA). A total of 60 producers, 28 retailers and 4 wholesalers were sampled. The results identified two jew’s mallow marketing systems based on sales periods and production locations: marketing system of jew’s mallow production was based on lowlands and of upland jew’s mallow marketing system. The net margin for jew’s mallow produced in Agbedranfo was 3.24 for producers, 9.67 for retailers and 8.37 for wholesalers in lowland jew’s mallow marketing system. However, the relative net margins of these actors in the marketing system of upland jew’s mallow were low. Moreover, a Gini coefficient of 0.34 showed an equal distribution of the gross margins obtained in the marketing system of lowland jew’s mallow. The study therefore, concludes that wholesalers and retailers have higher net margins than producers. Thus, a dialogue between marketing stakeholders themselves, extension agents, non-governmental oragnisations (NGOs), and public authorities is therefore desired.   Key words: Jew’s mallow, marketing, profitability, SCP paradigm, margin.