This article has analyzed the structure, conduct and performance (SCP) of fruits marketing in Ethiopia. The specific objectives of the study were to identify the major fruit marketing channels and evaluate the market margins for key fruit marketing channels in the study area. A multi-stage sampling technique was used to select sample fruit farmers. The data were collected by semi structured questionnaires, and rapid market appraisal. Results from the descriptive analysis shows that local collectors and retailers are the most important buyers of fruit from producers. The market actors in the survey period were producers, rural assemblers, retailers, wholesalers and consumers. Fruit production was constrained by lack of market to absorb the production; large number of middlemen in the marketing system, absence (weakness) of marketing institutions safeguarding farmers' interest and rights over their marketable produces (e.g. cooperatives); lack of coordination among producers to increase their bargaining power. The contribution of this study provides additional evidence to the existing body of knowledge in marketing research by researching the significance of SCP in the fruit marketing chain analysis in Ethiopia. Besides, this investigation adds to the literature to better understand why some marketing chain succeeds and others fail, and it underpins the structure, conduct and performance model to be context specific.
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