KAJIAN PEMASARAN SELADA ORGANIK DI KECAMATAN KEDUNGBANTENG KABUPATEN BANYUMAS

Abstract

Lettuce pretty much organically grown by farmers in the Village District Windujaya
Kedungbanteng, Banyumas. The market for organic lettuce is still confined to the middle to
upper economic community. This is caused by organic lettuce prices are relatively higher
compared with non-organic lettuce. In addition there was more awareness of food safety in the
middle to upper levels of society, causing them to choose products are safe to eat
vegetables. Farmers sell their crops to traders lettuce collector.Traders then do sorting and
labeling before being sold back to the supermarket. This study aims to determine the magnitude
and distribution of marketing margins, so it can be known about the efficiency of its
marketing. The results showed that the marketing margin for Rp950, 00 per bundle distributed to
74% caused by middlemen, and by 26% caused by the supermarket. Marketing margin on
collectors consists of 35% of marketing costs and 65% of profits. Marketing margins in the
supermarket is divided in marketing costs by 80% and profits by 20%.Marketing channels for
organic lettuce is running can be said to be efficient, which is indicated by the magnitude of costprofit
ratio of 0.88 (smaller than 1) and the Farmer Share of 45.7 percent.