International Journal of Managing Value and Supply Chains (IJMVSC) Vol.14, No.
1, March 2023
VALUE CHAIN ANALYSIS OF TOMATO: A CASE
STUDY IN ANIS DISTRICT - DHAMAR
GOVERNORATE, YEMEN
Amira Qassem
Genetic Resource Center, Sana’a University, Republic of Yemen
ABSTRACT
This study considered an analysis of the value chain of tomato production and its related activities,
conducted in Anis district - Dhamar governorate, to carry out a financial analysis of the whole chain in
order to assess the added value and the distribution of profit margins between the different actors. This
article maps and analyzes the tomato value chain in Anis District . Primary data was collected through a
survey method adopting a multistage random sampling technique. The value chain highlighted the
involvement of various actors, who directly or indirectly participated in the value chain. The different
actors identified in the study area were input suppliers, farmers, traders, wholesalers, retailers and finally
consumersThe result revealed that the main actors in the value chain are input suppliers, tomato
producers, tomato pickers, small and large traders, processors and consumers. The market share of the
producers shows that the producers get the largest share, which is 1350 YER. The main problems facing
the tomato value chain are found to be low prices, high perishable nature, lack of access to credit,
inadequate storage and processing facilities, lack of market information, and lack of financing for
cultivation. While farmers rated low price as the most worrisome constraint, poor transportation facilities
for the region producing tomatoes were rated as the most pressing constraint for value chain players.
KEYWORDS
Value chain analysis; ; production ; tomato ; Actors; Marketing Channel
1. INTRODUCTION
Anis District is a district of the Dhamar Governorate, Yemen. As of 2004, the district had a
population of 61,444 inhabitant is characterized by mild climate in summer and cold in the winter
and fertile soil and water supply which helps in the diversification of agricultural seasons, Where
the tomato planting season started at the beginning of February to July. Tomato is an important
crop in the agricultural economy of Yemen. It is the most widely grown vegetable crop in
Yemen. Tomatoes are considered a labor-intensive crop, thus generating significant rural
employment and increasing the income level and standard of living of the rural population. The
objective of the study was to conduct a comprehensive analysis of the tomato value chain in Anis
district, identify the opportunities and constraints of the actors and suggest possible solutions to
improve the value chain. . Yemen's consumption has gradually dropped from 270,1000 tons in
2011 to 174,1000 tons in 2020. [1] Tomatoes and tomato-based foods provide a wide variety of
nutrients and many health benefits to the body. Tomato contains higher amounts of lycopene, a
type of carotenoid with antioxidant properties [ 2 ] which is beneficial in reducing the incidence
of certain chronic diseases [ 3] such as cancer and many other cardiovascular disorders [ 4] Due
to its palatability and vitamins, its demand in general is increasing day by day, while its
production is far from the needs.
DOI:10.5121/ijmvsc.2023.14101 1
International Journal of Managing Value and Supply Chains (IJMVSC) Vol.14, No.1, March 2023
The specific objectives of the study are to:
Identify value chain actors and assess their linkages and roles.
Identify the amount of added value of the tomato value chain at each stage in the study
area.
2. AGRICULTURAL VALUE CHAIN ACTORS
The agricultural value chain in general is made up of actors involved in tomato production, trade,
transport, retail and processing. This study examined the value chain, including the links and
relationships between actors, in particular the relationship between farmers and middlemen,
producers, transporters, wholesalers, retailers and consumers, as well as the set of activities
necessary to produce tomatoes from the farm to the final market.
2.1. Producers/Farmers
A farmer defined as a person who takes responsibility and makes a decision.
2.2. A Middle Man
A middleman is a person who collects different quantities of products from different producers
and sells them to large traders, processors, retailers, processors or even exporters.
2.3. Wholesalers
They are known to buy large quantities of products with better financial and information
capacity. They buy the product on the farm, from assemblers and/or at the roadside with a greater
volume than any other marketer.
2.4. Retailers
Retailers sell small quantities of tomato products directly to individuals, households or
institutional consumers. This function is performed by a wide range of actors, depending on the
point of sale along the supply chain.
2.5. Consumers
Consumers are those who buy products to consume them [5]. This study was conducted to
analyze the fresh tomato value chain, in order to generate important information useful to
strengthen the tomato value chain and the relationships between the different actors. The study
also attempts to determine tomato marketing costs, value addition and the distribution of profit
margins along the value chain, which will improve the tomato marketing system.
3. METHODOLOGY OF THE STUDY
The study was conducted in Anis District o. The multi-stage sampling procedure was employed
to select the sampling units of the study. Total sample size was 140 made up of 80 producers, 37
traders, and 13 consumers The tomato value chain analysis (VCA) was conducted by combining
data from desk review of project related documents, field visits (household survey and focus
group discussions with farmers) and individual interviews of chain actors and support
institutions. Structured questionnaires were prepared for interviews of the surveys, FGDs and
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International Journal of Managing Value and Supply Chains (IJMVSC) Vol.14, No.1, March 2023
marketing and processing agents. Finally, all actors of the tomato value chain were mapped;
opportunities and constraints were identified; and recommendations were suggested as shown in
the subchapters below.
4. RESULTS AND DISCUSSION
The value chain describes the full range of activities that companies and workers perform to bring
a product from its inception to its end use and beyond. This includes activities such as design,
production, marketing, distribution and end consumer support. The activities that make up a
value chain can be contained in a single company or distributed among different companies [6 ]
Mapping of the tomato value chain according to McCormick and Schmitz [7]. value chain
mapping helps to visualize the flow of the product from production to the final consumer through
different actors. It also helps to identify the different actors involved in the tomato value chain
and to understand their roles and linkages. Therefore, the current tomato value chain map in the
study area is shown in Figure 1.
Key value chain actors identified include input suppliers, producers, collectors, farmer-traders,
intermediaries, wholesalers and consumers. A brief discussion is given in the following subtitle
below.
Farmers tomato growers are smallholder farmers who perform most value chain
functions from preparing agricultural inputs on their farms or purchasing inputs from
other sources to handling and post-harvest marketing. The main value chain functions
performed by tomato growers include plowing, planting, fertilizing, irrigation, weeding,
pest/disease (mildew) control, harvesting, post-harvest handling and commercialization.
The existing good agroecology has not been exploited by farmers due to the lower price
they receive for their products in the markets, as well as bearing the cost of post-harvest
losses
Wholesale wholesalers are primarily involved in purchasing vegetables from collectors
and growers in greater volume than any other player; and supply these vegetables to
exporters, retailers and consumers. They also store the product, usually for up to three
days. The result of the survey indicates that the wholesale markets are the main gathering
centers for vegetables in their respective surroundings. They have better access to
storage, transport and communication than other traders. Almost all wholesalers have a
warehouse in a market either of their own or rented.
Intermediaries play an important role in linking farmers to the market and other actors
in the value chain, while the ability of farmers to access the market is limited and market
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International Journal of Managing Value and Supply Chains (IJMVSC) Vol.14, No.1, March 2023
demand requires improvement in quantity as well as diversity types of products. Brokers
sometimes go beyond facilitating transactions and tend to control and fix prices, create
price symmetry and derive additional benefits from the process in addition to convincing
farmers to sell their vegetables at fixed prices. by wholesalers.
Central Market This is a central market in the region where vegetables are sold by
wholesalers and middlemen after being collected and purchased from tomato growers.
Market (supermarket, retail market and restaurant), they buy tomatoes from wholesalers
and intermediaries, and then add value to the product. They generally often purchase
more quantities due to the presence of storage materials such as refrigerators which
increase the shelf life of the product.
Consumers one of the actors in the tomato value chain who buys the products from
growers, rural collectors and retailers for consumption. Rural dwellers, individuals, city
dwellers, shopkeepers and hotels identified themselves as tomato consumers in the study.
4.1. Reasons for Growing Tomato
The sample farmers were asked to rank the reasons for cultivation of tomato and the same were
analyzed and the results are presented in Table 1.
Table 1 : Reasons for growing tomato by sample farmers
No Reasons for growing tomato Rank
1 High levels of profit 1
2 Can be grown in all seasons 4
3 Favorable soil condition 3
4 Traditional cultivation 2
According to the sample farmer’s high levels of profit stood first followed by Traditional
cultivation , the favourable soil condition and suitability of tomato for cultivation during all
seasons were the major reasons for cultivation of tomato in the study area
4.2. General Problems Faced by the Sample Farmers in Tomato Cultivation
The sample farmers were asked to rank the problems in cultivation of tomato and the same were
analyzed and the results are presented in Table ( 2 ) . According to the sample farmers, pest and
disease incidence stood first followed by Lack of weather forecast , Desal , Poor yield and non-
availability of adequate water which were the next major problems in cultivation of tomato in the
study area.
Table 2 : General problems faced by sample farmers in tomato cultivation
No problems in cultivation of tomato Rank
1 High incidence of pests and diseases 1
2 Non-availability of adequate water 5
3 Lack of weather forecast 2
4 Poor yield 4
5 Desal 3
4.3. Problems faced by Sample Farmers in Marketing of Tomato
The sample farmers were asked to rank the problems in marketing of tomato and the same were
analyzed and the results are presented in Table 3
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International Journal of Managing Value and Supply Chains (IJMVSC) Vol.14, No.1, March 2023
Table 3: Problems faced by sample farmers in marketing of tomato
No Problems in marketing of tomato Rank
1 Wide price fluctuations 1
2 Large commissions paid to commissions agents 3
3 Lack of market information 4
4 High transportation cost 2
According to the sample farmers, wide price fluctuations was the major problem followed by the
High transportation cost , large commission paid to commission agents and lack of market
information in marketing of tomato.
4.4. Reasons for Cultivating Hybrids
The reasons for growing a particular variety as perceived by the farmers were analyzed and the
results are presented in Table 4. It could be seen that the 95 % farmers expressed the Pest and
disease resistance as the major factor, which influenced them to grow tomato hybrid . It was
followed by Keeping quality , Drought tolerance , physical characters such as size, shape and
freshness of the fruit and High yielding .
Table 4 : Reasons for growing hybrid tomato
No Reasons for cultivating hybrids Rank
1 High yielding 5
2 Physical characters (size, shape and freshness) 4
3 Pest and disease resistance 1
4 Keeping quality 2
5 Drought tolerance 3
4.5. Source of Purchase of Fertilizers/Pesticides
The sources of purchase of inputs have a great influence on adoption level behavior of the
farmers. It could be seen from Table 5 that 90 per cent of the farmers purchased fertilizers and
pesticides from private shop.This is because farmers deal with the trader in the long-term
payment system. About 10 per cent each of the farmers purchased from company representative.
There is no farmers purchased from government and Agricultural associations.
Table 5: Source of purchase of fertilizers/pesticides
No Sources Total number of respondents Percentage
1 Private shop 126 90
2 Agricultural associations 0 0
3 Company representatives 14 10
4 Government 0 0
Total 140 100
4.6. Criteria for Grading Practices at Farm Level
Grading of tomato fruits was done (Table 6) on the basis of size (10 %) and Size, color and
freshness (90 %).
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International Journal of Managing Value and Supply Chains (IJMVSC) Vol.14, No.1, March 2023
Table 6 : Criteria for grading practices at farm level
No Characters Total number of respondents Percentage
1 Size 14 10
2 Color 0 0
3 Freshness 0 0
4 Size, color and freshness 126 90
Total 140 100
4.7. Storage of the Tomato
After grading, storage is very important in supply chain management. The main objective of
storage after harvest is to control the rate of ripening to the extent of the marketing period. As
tomatoes are sensitive, the recommended storage temperatures differ depending on the fruit
maturity. A storage temperature of 130C with 90-95 per cent relative humidity is recommended
for slow ripening. But in tomato due to perishables nature, long time storage is not possible. It
could be found from Table 7 that 100 per cent of the farmers were selling the tomato fruits
immediately after the harvest. They were transporting the fruits through tempos packed in plastic
basket of 20 kg each.
Table 7: Storage of tomato before marketing
No Practices Total number of Percentage
respondents
1 Stored for 1-2 days 0 0
2 Sold immediately after harvest 140 100
Total 140 100
At these markets the shelve life for tomatoes is only about 1 to 3 days. The stock lifetime for
tomatoes at the supermarkets and hotels can go up to 10 days, depending on the quality of the
tomatoes
4.8. Packaging Materials Used for Transporting
Preparation of produce for market may be done either in the field or at the packing house.
Packaging protects the produce from mechanical injury, and contamination during marketing.
The pacing materials used for marketing of tomato from the field to market center are presented
in Table 8. Majority of the farmers used plastic baskets of 20 kg (90 %) and 5% Non-packing in
baskets (Directly placed on the ground loading cars for tomato crop).
Table 8 : Packaging materials used for transporting
No Buyers Total number of respondents Percentage
1 Non-packing in baskets 7 5
2 Plastic baskets 133 95
Total 140 100
The tomatoes are transported from farmers to wholesale markets in Dhamar or directly to the
customers in case of the hotels and supermarkets. The transport is facilitated by the traders. There
is no cold chain, and tomatoes are transported to the market in open trucks. The load factor of the
trucks is high (see picture below) creating serious damage and losses.
The transport from farmers to the rural market is by small trucks or by Animales ( Donky).
Packaging is done in all sorts of baskets (plastic), which are carried on the trucks or on the back
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International Journal of Managing Value and Supply Chains (IJMVSC) Vol.14, No.1, March 2023
of the animals (often heavily overloaded with direct exposure to the sun), These baskets carry up
to 20kg of tomatoes and provide no protection during transport
4.9. Preferred Market Intermediaries
After production, farmers have to sell it as early as possible. The farmer’s preference of disposal
is presented in the Table 9. Most of the farmers preferred wholesalers (60 %) followed by
commission agent (35 %).
Table 9 : Preferred market intermediaries by sample farmers
No Market intermediaries Total number of respondents Percentage
1 Commission agent 7 35
2 Wholesaler 12 60
3 Retail 1 5
Total 20 100
The consumers mostly buy at the local markets or consume their own production. Urban
consumers buy at the larger open air markets, or in small shop. As a result, the more modern
retail outlets are gaining importance, such as supermarket, but also independent supermarkets
such as Tawfeq super market and Al – kharbi super market . This market segment has higher
quality standards compared to the traditional local markets.
Difficulties and constraints
lack of access to credit, lack of access to storage facilities, lack of market information
and lack of financing for agriculture.
poorly developed markets and poor producer prices.
Insufficient know-how and insufficient awareness of producers of the different types of
pesticides and fertilizers
Poor infrastructure and lack of irrigation
Weak bargaining power against wholesalers due to lack of representation
Lack of direct access by farmers to retailers and super markets
4.10. Identification and Evaluation of Marketing Channels for Tomato
Marketing channels of tomato For this study, the major marketing channels were identified. As a
result, the best channel for tomato product flow in this study is the channel I, the farmers sold the
tomato to the wholesaler. The wholesaler after grading the produce at the grading center located
in the market transported and sold to the retailer in Dhamar market. The retailers in Dhamar sold
to the consumers in the city.
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International Journal of Managing Value and Supply Chains (IJMVSC) Vol.14, No.1, March 2023
4.11. Marketing Costs, Margins and Price Spread
In the marketing cost of producers was 1350 YER of the consumer price of the tomato (Table
10). Major portion of the marketing cost of producers were packaging material charges 800 YER
followed by transport charges 300 YER and harvesting, cleaning, grading packing and loading
charges 250 YER.
The marketing cost of the wholesaler was 450 YER of the consumer price and majority of the
expenditure was on packing, loading and unloading, cleaning, grading, weighing 300 YER,
transportation charges 100 YER and spoilage charges 50 YER borne by the wholesaler.
The producers share in consumer price was 1150 YER / 20 KG , while the net margin of
wholesalers was 2050 YER /kg of the consumer and the Net margin of retailer was 750 YER /
20 kg to the consumer price of the tomato.
Table 10 :- Price spread for the identified marketing channels of tomato
Particulars price/ 20 kg
Marketing cost of tomato growers
Harvesting, grading, packaging and loading 250
Packaging material cost 800
Transportation 300
Sub-total 1350
Sale price of tomato growers 2500
Net price received by the tomato grower 1150
Purchase price of wholesaler 2500
Loading and unloading, grading, weighing and packaging and 300
loading
Transportation 100
Spoilage 2 % 50
Margin of wholesaler 2050
Sub-total 450
Purchase price of retailer 5000
Marketing cost of retailer
Loading and unloading, grading, weighing and loading 50
Transportation 100
Spoilage 2 % 100
Margin of retailer 750
Sale price of retailer 6000
Itinerant wholesalers purchase the tomatoes directly from the farmers along the road or at rural
markets. They know exactly where the produce can be sourced during a certain period of the
year, and to be more precise, during which day of the week. Due to lack of capacity of farmer to
trade directly on the market farmers receive a low price for their produce, a farmer is paid
between 2500- 3000 YEM per 20 kg by the trader and at the wholesale market the tomatoes are
sold by the trader for 5000 YEM per 20 kg. . Collection and transportation costs are an important
part of the price difference.
Almost all tomatoes are sold in the day-to-day market, where there are no facilities to cool and
store tomatoes. In Dhamar there are a number of large wholesale markets. One of the leading
markets Central Market. Travelling wholesale traders bring their goods in the early morning. On
the market, the tomatoes (also some leftovers from the day before) are sold to retailers. Small
traders often sell fruits and vegetables to consumers. However, restaurant owners also buy their
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International Journal of Managing Value and Supply Chains (IJMVSC) Vol.14, No.1, March 2023
products in these markets. Tomatoes are sold on substrates covered with a basic sunscreen. Often,
products are unsorted and unwrapped on plastic
As discussed before, the current productivity is well below potential, and income levels in
agriculture are low. Most farmers do not provide support in activities such as marketing, sorting,
storing and grading. This leads to limited bargaining power towards traders. In addition
individual farmers don’t have the capacity to trade directly on the wholesale market, since they
are not able to organize transportation and they lack the time and skills to do business at the
wholesale markets.
The most challenging problems are: price fluctuations and lack of logistics for the cooling chain
5. SUMMARY AND CONCLUSIONS
The recommendations to be drawn from this study are based on the value chain mapping,
opportunities, constraints and important variables in value chain analysis. There must be a strong
and clear relationship or vertical links between or among the main actors in the chain. The
relevant governmental and non-governmental institutions should be in place to facilitate the
development of the value chain. Significant post-harvest losses occur along the tomato value
chain with adverse effects on the income of small farmers and traders. Forms of damage include
physical or mechanical damage, disease and/or insect pest infections, and/or poor shape, color
and size of the product or combinations of these factors. At the farm level, post-harvest loss is a
continuum of disease and pest attacks, lack of access to appropriate tools and skills during
harvest, and poor post-harvest handling. Post-harvest loss that occurred at one point in the value
chain extends to other actors in the chain and is also exacerbated along the value chain due to
poor handling, transportation, storage and ambient temperature deteriorating product quality.
There are no facilities for processing and marketing fresh produce such as refrigeration facilities.
To reduce post-harvest losses of tomatoes, serious interventions are needed, including building
skills to improve post-harvest management practices, post-harvest handling capacity including
cold storage, and improved market information, facilities and services. In line with the results of
this studySummary and Conclusions
The issues to be applied for better tomatoes growing and marketing can be summarised as
follows
The formation of marketing cooperatives would allow farmers to market their products together
to meet the individual constraints of small commercial production, small transport sizes and high
transport costs in order to attract and enter high value markets.
Improve farmers' know-how and the application of post-harvest handling techniques
through capacity building workshops
The proposed cooperative can introduce sorting and classification services to be
performed by women on outsourced services
Introduce contract farming between producers and factories.
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International Journal of Managing Value and Supply Chains (IJMVSC) Vol.14, No.1, March 2023
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