Publications

Mushrooms, as macro-fungi capable of thriving above and below ground, are a rich source ofnutrients and can be successfully cultivated within well-ventilated structures using organicsubstrates. China is the global leader in Oyster mushroom production, accounting for 80% of thetotal output, with Africa contributing relatively little. In Kenya, two mushroom species are grown:Button and Oyster, with a combined annual production of 500 tons and an additional 150 tonsimported. Button mushrooms dominate production at 95%, while Oyster mushrooms representonly 5% of the total output. Among farmers, the majority (80%) focus on cultivating Oystermushrooms, while the remaining 20% prefer Button mushrooms. Despite the availability ofsuitable substrates and the preference of growers, the performance of Oyster mushroomcultivation has remained suboptimal. Consequently, the impact of marketing strategies on Oystermushroom performance has remained uncertain. This study aimed to investigate the influence ofmarketing strategies employed by farmers. The research was grounded in Innovation theory andguided by a conceptual framework. A descriptive research design was adopted, with a studypopulation of 300 individuals, and a random sample of 30 respondents was selected usingcluster random sampling. Data were collected through questionnaires and interview guides andanalyzed using SPSS. The results revealed that 56.7% of the farmers sold mushrooms in ruralopen markets, while 43.3% supplied their produce to hotels and restaurants. Furthermore, 53.3%of farmers engaged in personal selling, whereas 46.7% relied on vendors for distribution. Interms of sales, 76.7% marketed mushrooms through their respective groups, while 6.7% usedretailers. Regarding packaging, 96.7% of farmers utilized polythene bags, with a small proportion(3.3%) opting for bottles. On pricing, 70% sold 50gm packages for Ksh 100, while the remaining30% offered 1kg packages priced at Kshs 2000. A significant majority (83.3%) of farmers soldprocessed mushrooms, while 16.7% focused on fresh mushrooms. In conclusion, the study foundthat existing marketing strategies had a limited impact on the performance of Oyster mushroomcultivation. The study recommends intensive training, the development of incentive schemes, theconstruction of cold storage facilities, and the formation of mushroom cooperatives to enhancethe industry's performance. The findings of this research have implications for policymakers,mushroom growers, scholars, and researchers in the field