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Abstract
This paper reports the results of a field survey covering all links in the channel of rice marketing from farmers to consumers in
Laguna Province, Philippines. The survey revealed a highly competitive nature of rice marketing in this area where the
countless number of middlemen compete in the procurement of paddy from farmers for rice mills, leaving little room for
monopoly/monopsony exercises. Intense competition was also found in wholesaling by mills to retailers as well as retailing to
consumers. © 1999 Elsevier Science B.V. All rights reserved.