Document Type : Research Paper
Authors
1 Department, of Extension, Communication and Rural Development. Faculty of Agriculture. University of Zanjan, Zanjan, Iran
2 Department of Extension, Communications and Rural Development, Faculty of Agriculture, Zanjan University. Zanjan Iran
Abstract
Keywords
Extended Abstract
Objectives
The development of certified agricultural products is a cornerstone of sustainable agriculture, playing a pivotal role in enhancing product quality, improving food safety, and mitigating environmental impacts. These products, cultivated by specific environmental and health standards, have garnered significant attention from policymakers and researchers for their benefits to public health and environmental preservation. However, the expansion and adoption of these products, particularly among farmers in Khorasan Razavi Province—a key pistachio-producing region in Iran—face numerous challenges. This study aims to qualitatively identify the barriers to developing certified agricultural products among pistachio growers in this region. The study focuses on economic, marketing, managerial, cognitive, social, and environmental factors constraining this expansion.
Methods
This study employed a qualitative research design, using qualitative content analysis as the primary data analysis method. Data were collected through in-depth, unstructured interviews with 22 key informants and experts. Participants included agricultural extension officers, university faculty members, pistachio producers, and experts in standardization. A purposive sampling method, combined with the snowball technique, was used to identify and recruit participants. Interviews continued until theoretical saturation was reached. Data analysis involved open, axial, and selective coding, resulting in the categorization of extracted concepts into seven main themes and 28 sub-themes.
Results
The findings revealed seven main categories of barriers to developing certified agricultural products among pistachio growers in Khorasan Razavi Province: economic and marketing (25.9%), cognitive-educational (24.4%), managerial and planning deficiencies (16.5%), socio-cultural (13.3%), policy and legal (12.2%), inter-sectoral collaboration weaknesses (4.4%), and environmental (4.3%). Economic and marketing barriers included inadequate marketing strategies, improper pricing mechanisms, market price volatility, and high production costs, which collectively hinder producers’ access to sustainable and competitive markets. Cognitive-educational barriers stemmed from a lack of technical knowledge, limited access to current information, and insufficient targeted educational programs, all of which posed significant challenges for producers. Managerial barriers included a lack of specialized personnel, frequent regulatory changes, and inadequate standardization processes, which undermined the efficiency of management and planning systems. Socio-cultural barriers, such as consumer mistrust of certified products and a lack of awareness about their benefits, hindered growth in consumer demand. Policy and legal barriers included the absence of mandatory regulations for producing certified products, weak incentive systems, and poorly organized certification processes. Additionally, weaknesses in inter-sectoral collaboration and a lack of access to uncontaminated agricultural land were identified as key inter-sectoral and environmental barriers, respectively.
The analysis revealed that weak marketing strategies for certified products emerged as a critical barrier to their development. Producers face significant challenges due to a lack of robust marketing infrastructure and the absence of direct sales channels. Furthermore, the lack of clear differentiation between certified and non-certified products in the market undermines consumer trust. Cognitive barriers, such as insufficient information resources and communication channels, further impede producers' ability to acquire the knowledge and skills needed to comply with certification standards. Limited technical knowledge among producers, stemming from inadequate educational and promotional initiatives, especially in rural areas, was another notable constraint.
Consumer mistrust of certified products was identified as a significant obstacle, stemming from a lack of transparency in the certification process, ineffective public awareness campaigns, and insufficient advertising of their benefits. Moreover, inappropriate pricing for certified products—driven by high production costs and the lack of financial support or subsidies—has reduced their competitiveness, leading to diminished demand in domestic markets.
Discussion
Overcoming the barriers to developing certified agricultural products requires comprehensive and coordinated actions in the policy, education, and marketing domains. Enhancing marketing infrastructure and establishing direct sales networks could improve producers' access to target markets. Providing targeted educational and promotional programs, particularly for producers in rural areas, would elevate their technical knowledge and production capabilities. Introducing transparent certification processes and leveraging advanced technologies, such as digital platforms, can significantly enhance consumer trust by providing complete product information. Finally, implementing targeted subsidies and developing a fair pricing system could lower production costs, incentivizing farmers to produce certified products.
This study emphasizes the importance of integration and coordination across various sectors, advocating for a holistic and systematic approach to achieve the sustainable development of certified agricultural products. Such an approach should encompass marketing, policymaking, education, and public awareness strategies to ensure the successful adoption and expansion of certified farm products in the region.
All authors contributed equally to the conceptualization of the article and writing of the original and subsequent drafts.
If the study did not report any data, you might add “Not applicable” here.
The authors would like to thank all participants of the present study.
The authors avoided data fabrication, falsification, plagiarism, and misconduct.
The author declares no conflict of interest.
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