The objective of the programme is to address the issues related to price fluctuation, lack of efficient marketing system and post-harvest losses. Strengthening of existing market infrastructure, coordinating the functioning of markets at various levels in collection, transportation, storage and processing, strengthening of market intelligence and adoption of innovative technologies in agricultural marketing are the major focus areas.
The component wise breakup of outlay for 2023-24 for this programme is given below.

            An amount of ₹ 130.00 lakh is earmarked for infrastructure development and operational expenses of agriculture wholesale markets and district procurement centers. The functioning of these markets will be in accordance with the e-NAM guidelines so as to facilitate unified market for agricultural commodities. Infrastructure development of the wholesale markets will be undertaken on priority basis based on the action plan prepared by the market secretaries in consultation with the market executive committee. The action plan with estimate from Government accredited agency will be submitted to the Director of agriculture for approval. The work will be entrusted to accredited agencies.

         The current market information will be made available to farmers for selling their produce. The up to date data will be collected and uploaded to website to be accessible by farmers. An amount of ₹ 40.00 lakh is earmarked for Agmarknet and market intelligence.
An amount of ₹ 80.00 lakh is set apart for Kerala State Agricultural Prices Board and ₹ 5.00 lakh to WTO Cell as operational expenses.
Additional support will be provided @ ₹ 10000 per market to selected weekly markets having high turnover (₹ 2.00 lakh/market/month) within A grade markets for which an amount of ₹ 25.00 lakh is set apart.
In order to motivate the farmers to bring their produce to departmental markets for auction and to avail the direct marketing facilities, transportation subsidy will be provided for which an amount of ₹ 50.00 lakh is allocated. Detailed guidelines in this regard will be issued by the Director of Agriculture.
Assistance will be provided for development of ecoshops for marketing of organic farm products produced locally for which an amount of ₹ 150.00 lakh is allocated.
Karshaka mitras will be engaged in potential panchayats for effective coordination of marketing of surplus farm produce from farmers field to the collection centre/market thereby facilitating sale of produce and income to farmer. Graded incentive structure to karshakamitras based on quantity procured by each Karshaka mitra will be followed. An amount of ₹ 60.00 lakh is earmarked for engaging Karshaka mitras. The scope of utilizing the service of karshakamitras in farms covered under Farm Plan based development will be explored.
Considering the importance of cold chain segment in marketing of agricultural produce, supply chain management with cold chain maintenance will be supported during 2023-24. An amount of ₹ 250.00 lakh is set apart for establishment of cold outlets in all districts except Kozhikode, Ernakulam, Thiruvananthapuram and Kasargod.
The integration of funds available under Central Sector schemes viz. MIDH, SMAM etc. will be explored for activities related to marketing and supply chain management including cold storage for efficient utilization of resources.
An amount of ₹ 500.00 lakh is earmarked for market development activities of VFPCK.
An amount of ₹ 2825.00 lakh is earmarked as market intervention support for price stabilization including base price support fixed for vegetables and fruits to farmers. Of this, an amount of ₹ 2200.00 lakh is allocated for procurement operations through designated agencies on selected agricultural commodities during harvesting season with a view to guarantee reasonable prices. In order to provide the announced base price for fruits and vegetables to farmers in the event of decline in prices, an amount of ₹ 625.00 lakh is set apart.
However a strict surveillance mechanism will be set up at State level under the Chairmanship of Agricultural Production Commissioner. CEO, VFPCK, MD, Horticorp and other members of departmental working group will be members of the committee. The committee will meet at quarterly intervals and discuss the progress and operational issues of the base price scheme.