Identifying the Most Effective Saffron Marketing Path in Khorasan Razavi Province

Agriculture is one of the important and essential sectors for the development of each province. This sector is very important in Khorasan Razavi province due to its significant share of production in the country's products. The agricultural sector of Khorasan Razavi province, as well as other provinces of the country, faces various problems, including the existence of additional intermediaries in the marketing process of their products. Due to the need to pay attention to this, the research seeks to feasibility and provides solutions to reduce Intermediation, strengthening and promoting the role of the market maker. Accordingly, garden products, saffron, pistachio, and apple are selected because of the importance of production and the role that mediators play in the marketing process of these products. The marketing paths of each product were identified and the most efficient route was selected using the combined index of Subbarao. The results of the Sabbarao index showed that in the product of saffron and pistachio, the export routes and in the apple, the internal routes are more effective than other paths. Also, identifying and enhancing export-led export channels and expanding the cooperation of exporters with the beneficiaries using the AHP method was introduced as the most important strategy to reduce the intermediation and strengthen the producer role in saffron product.