Vol. 7, Issue 5, Part C (2025)

The marketing of button mushrooms (Agaricus bisporus) in Badaun District, Uttar Pradesh, presents an opportunity for smallholder farmers to diversify their income sources. This study examines the socio-economic profile of mushroom producers and the prevailing marketing channels in the region. Despite increasing demand for mushrooms due to their nutritional value, significant inefficiencies in the marketing system hamper the potential benefits to farmers. These include inadequate infrastructure, reliance on multiple intermediaries, and high post-harvest losses. The research identifies the costs associated with production, packaging, transportation, and retailing, revealing that marketing margins are higher in wholesale markets compared to direct-to-consumer sales. Data collected from 180 respondents highlights the challenges faced by producers, such as limited market access, price volatility, and consumer awareness. The study also evaluates the effectiveness of various marketing channels, including local retail markets, direct sales, and wholesale markets. By analyzing the price spread and the producer’s share in the final price, this paper underscores the disparities between what consumers pay and what producers receive. Based on the findings, recommendations are made to improve the marketing system, including better infrastructure, direct marketing strategies, and consumer education. Ultimately, the study aims to enhance the profitability and sustainability of button mushroom farming in Badaun District.