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This book highlights the mutton marketing practices in Pakistan. The country produces a significant number of animals but the slaughtering methods are unscientific and marketing practices are random. Mostly village dealers purchase animals form farmers and then sale to butchers or urban dealers in wholesale markets. Public authorities exercises control in mutton marketing by observing slaughtering practices in abattoirs. They also control prices at retail level to benefit the consumers but due to seasonal supply shocks variation in prices is often observed. There are certain other malpractices which includes watering of meat, labeling alternative breed meat, charging higher prices, etc. Mostly mutton is sold in fresh farm at retail shops established in urban areas. These shops lack basic facilities like refrigerators. Consumers are generally not satisfied with the quality of meat and they often held public authorities responsible for their poor performance. Reviewing the existing situation it may be proposed to develop supply chain approach in livestock marketing in Pakistan which will create an integrated link among all stakeholders resulting in improved efficiency.
About the author
El Sr. Shahzad Rafique ha completado su MBA con especialización en Marketing y Agronegocios en la Universidad de Agricultura Faisalabad Pakistán. Abdul Ghafoor completó su doctorado en Marketing Agrícola y enseña en la Universidad de Agricultura Faisalabad Pakistán. Manan Aslam imparte clases en la Universidad de Gestión y Tecnología de Pakistán.
