An in-depth analysis of the business and financial performance of these marketing cooperatives is made in terms of growth rates in membership, share capital, turnover overheads, profits, financial ratios and their impact on the performance is studied. The results of the analysis tn the form of suggestions/guidelines for successful establishment and running of the cooperative marketing societies is presented. As horticulture crops were given a lot of importance during the Eighth plan which has resulted in tremendous increase in production, an in-depth analysis of the present production of fruits and vegetables in India vis-a-vis the world is examined in detail. To develop cooperative fruit and vegetable marketing societies as an alternate channel of marketing to prevent exploitation by middlemen, a number of government organisations are coming forward to financially help in establishing and running them. Hence, the avenues available to get the financial help through various schemes from the organisations like NHB, NCDC and APEDA is also included for the benefit of the cooperative societies. The case studies presented in the Book and also theanalytical tools used will help both the undergraduateand post-graduate students of marketing as a guide in understanding the problems of marketing ofperishables and also in carrying out their researchwork on these aspects. The Book will also be useful for horticulture and agricultural development departments in different states who are engaged instarting and also running fruit and vegetable marketing cooperatives.
