THE Labasa Town Council is encouraging farmers to sell their farm produce at the market in order to earn full value from their hard work.
In his presentation at a farmers consultation at Kshatriya Hall yesterday, Labasa market manager Shalendra Kumar said it was wise for farmers to spend time to sell their produce to earn more income.
"We have noticed that a lot of farmers who travel from afar are paid little by the middlemen," he said.
"We have also seen that middlemen usually sit around at the market and when they see farmers coming in, they rush to the bus stand to buy from them at a lower price.
"They then sell at a higher price.
"Farmers are not usually given the actual cost of their produce and that's why it's best for them to spend time and sell instead of just going for lower prices offered by middlemen."
Mr Kumar said selling at the market might be seen as time-demanding but it was worth it.