Various useful technologies are being invented to be utilised in almost all the socio-economic fields the world over. Competition has revolutionised the entire spectrum of various economic activities. Agriculture in Pakistan has also benefited with the employment of improved technologies but to a limited extent due to an overwhelming majority of small farmers. They, because of their weak financial position, lack of education and adherence to traditions cannot afford to use them.
Although the yields of various crops have increased manifold, their economic disposal is confronted by a number of problems on account of marketing anomalies and drawbacks.
Perhaps it is the marketing information system that has been developed the least despite technological innovations taking place elsewhere in the world. Efforts have been made to modernise the marketing information system, but these have paid no tangible dividends with the result that the marketing information system has not improved as it should have.
The latest effort was the fruit and vegetable Marketing Project financially assisted by the Asian Development Bank (ADB) in 1993. Market information improvement was one of its three components, the other two being market development and post-harvest technology improvement. The market information system improvement was the joint responsibility of the Federal and Provincial governments through their respective departments and organisations concerned with the agricultural marketing work while the remaining two were looked after in the provinces by their concerned provincial government agencies.
In order to bring about an improvement in the market information system (MIS) three consultants were appointed, one each for (i) preparing a prioritised action plant for the purpose, (ii) introducing computer technology in the system and (iii) imparting necessary in-service training to the concerned marketing personnel of both the Federal and Provincial governments.
During the tenure of the project (from June 1993 to June 1994) only the preliminary work for improved operational system of marketing information services could be undertaken. In order to get the improved system going on, the executing agency requested the government to extend the project period for at least one year beyond June 1994. But it was not allowed with the result that no tangible improvement could be effected.
Besides improvement in various formats for the collection of market data and the training of market information collectors, the foremost was the establishment of the technological cell well-equipped with modern computers and their linkage with those installed in and around markets and provincial headquarters. This linkage could not be done due to paucity of funds, for procurement of advanced technology like the internet.
The internet comprises a network of various computers installed at different places. In the global perspective it has entirely revolutionised business methodology. It has contributed a lot in increasing the pace of the globalisation of business everywhere. It is learnt that over 4 million computers in more than 150 countries around the world are linked through this device.
It is suggested that in order to modernise our agricultural market information services, the possibility may be explored by a competent consultant or consulting firm, ostensibly it is an expensive device. This employed consultant may also indicate the cost involved. The FAO or any other requisite international agency may assist us both technically and financially.
It is needless to emphasise that the use of modern technology is not meant only to boost agricultural production but also to utilise it to the optimum for the tiller of the soil and the nation at large.
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