Abstract:
The vegetable and fruit growers in the Monaragala district are confronted by a large
number of problems especially with regard to marketing. In this respect, it is important to
find out advantages and possibilities to improve fruit and vegetable marketing through the
'Pola' system in the Monaragala District, since alternative market Systems, may enhance
the benefits to farmers as well as to consumere. This research study was carried out by
using a combination of cross sectional survey and case studies. A total of 100 farmers were
interviewed and four case studies were carried out. Farmers consider the Pola as a good
marketing channel when the distance to the market is shorter; and when the cost of
transport is less. Farmers consider the Pola system as an advantage to their business
activity when there are several Polas in their area. With experience, farmers find the Pola
as a good marketing channel. Also it was found that farmer's most preferred market is the
Pola.
