CONSUMPTION CHANNELS FOR DRIED GREEN TEA: A CASE STUDY IN VIETNAM

This study aimed to analyze and evaluate the dried green tea consumption channel in Yen The district, Bac Giang province. Based on analyzed data, the average yield of dried green tea was 2,169 tons per hectare of fresh tea leaves, the selling price of dried green tea to the consumers fluctuated between 6.49 to 15.15 USD per kg and several agents participated in the consumption channel, included processers, collectors, wholesalers, retailers, and consumers. The dried green tea was mainly consumed domestically in Bac Giang and also was sold in some other provinces. There were four main consumption channels which were different in quantity, selling price, value-added for each agent. The channel had less number of agents higher value-added for processers; channels that had many agents, allocation of value-added among agents was uneven. The factors affecting on the consumption channels were defined as technology application on production and processing, labor number, price, local government policy. In order to expand the channels, local government and farmers in Yen The district should build Yen The tea's trademark, improve processing technique, apply modern technology; continue to perform policy supports on capital, certified seed, input materials to tea growing and processing at households scale-level.