Role of Technology in Agro Produce Marketing

In the last five years in Rural Gujarat a feasible Technological and economic environment for small farmer viability in a large village to compete as a profit earning individual unit is seen. Information and search economies and economic value added transactions are emerging for a farmer/cultivator as for a fruit or groundnut oil retail seller. Community and cooperative advances on the ground is now restructured with the trader being upgraded to a value enhancer in the Agricultural Produce Markets.Transactional trust based semi contractual and informal renting and leasing arrangements can prosper with such flexibilities. The gains for the villager in terms of viability of small units and small farms/cultivators. Leasing of land, renting of capital machinery, resource use (soil, water, irrigation) and optimisation of farmer dwelling and rural enterprise in the newly emerging rurban collectives and communities are seen in the State.The trader is hence now ready to playa supportive role in the agricultural produce markets and the reinvestemnet and saving possibilities are going to multiply beyond the exusting panchayats and village cooperatives. Innovative Gujaratis meed to take the last mile as rural technoentrepreneurs. Techno=Ecomoic feasibility in Rural Enterprise in the State and the Nationis an Idea whose time has come!!