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The paper assessed the performance of farmer’s multipurpose cooperative societies (FMCSs) in Benue State of Nigeria. Specifically the study evaluated the capacity of FMCS in delivery effective marketing services to its members and ascertains the marketing functions performed by FMCS towards effective marketing services to farmers (members) in Benue state. Data were obtained from 306 respondents who are management committees of 36 selected FMCS. Data obtained were analyzed with appropriate statistical tools. Thus, evidence from the result revealed that, the FMCS are capable of delivering various marketing services to their members. Findings also revealed that the FMCS performed various functions that facilitate marketing of their members’ farm produce as most of these marketing functions are performed to a great extent, but advertising and awareness campaigned as well as market survey and market research are not properly delivered as part of marketing functions. So in a bid to strengthen the potentials of FMCS towards effective marketing services delivery to members, the following recommendations are provided. The government should endeavor to partner with FMCS by providing them with expertise and supply them with productive resources; also the government should design a synergy between Nigeria Export Promotion Council and FMCS, so that farmers can export their produce to international market which will boost the contribution of agriculture to the GDP. Finally, the cooperative leaders should design and invest in research and market survey which will boost the competitiveness of cooperative in the competitive environment.
Anigbogu et al. (Tue,) studied this question.