eChapters

Nearly 50 percent of the world’s population lives in urban areas, it is not possible that food production be adequate for their needs. In some areas of food production surplus, it must be brought to the deficit places where peoples live and work and made available at prices they can afford, otherwise many will remain hungry. This is why marketing is a crucial part of any campaign to relieve hunger. Marketing is the means by which food is brought from the place where it is produced to the people who want to eat it.

Marketing can be a very simple process and it can also be very complex. This depends on what must be done to the farmer’s product to get it from the field to the consumer in good conditions, in an acceptable form and to have it ready when the consumer wants.

Marketing is relatively simple in a village community which produces most of what it needs. Here the producer can sell directly to the consumers coming to his house, or he can attract them by displaying his produce in some central open space in the village which then becomes known as ‘the market’. The total volume of the livestock products sold in this way is still very large, especially in the less commercially developed countries. Direct marketing within the villages is sometimes praised because of its low cost, and also because it does not involve any ‘middleman’ between producer and consumer. But, if farmers sell their produce only to the local consumers, and if their land could produce more than they need, there is no way by which they can take advantage of these excess production potentialities. Similarly, if the consumers are only able to eat what is produced locally, which may confine them to a diet that is monotonous, unsatisfying and very expensive too. This is true of many people’s living in isolated areas, which requires much home processing and still has little nutritional value; and of the many others for whom most meals consist of hand-pounded cereals. Hence, this undernourishment on one side and excess production on the other side leads to the development of marketing concept.

Goods and services are created through process of production. After production they have to be transferred or moved from the original producers to the final consumers. This involves the creation of market and the undertaking of number of activities such as buying, assembling, transportation warehousing, risk bearing, financing, selling etc. This constitutes the subject matter of marketing. Hence there is the need for the study of market.

Introduction Livestock is a global resource with significant benefits to society in the form of food, income, nutrients, employment, insurance, traction, clothing and others. Livestock sector of India holds among one of the largest globally. Around 20.5 million people depend on it on livestock for their livelihood. Livestock farming contributed 16% of small farm income households compared to an average of 14% for all rural households. provides livestock Livelihood for two thirds of the rural population. Furthermore, it provides employment to around 8.8% of the workforce population in India. India has huge livestock populations. The livestock sector contributes 4.11% GDP and 25.6% of total agricultural GDP. Livestock count Livestock farming plays an important role in the farmers’ economy. The farmers in India Maintaining a mixed farming system, i.e

General Terminologies in Livestock Production

Meat is considered as well balanced diet because it is good source of macro and micro nutrients.

Macronutrients-required in large quantity in body i.e proteins, fat and carbohydrates.

Micronutrients-required in lesser quantity by human body i.e vitamins, minerals and fibers.

Organ meat like liver is a good source of glycogen, viatm-A, B1 and nicotinic acid.

Fresh meat is unprocessed.

Raw meat is a fresh meat undergone chilling and freezing.

Refrigeration and rapid cooling can delay the onset of rigor mortis

Fruit –fly : Bactrocera dorsalis :Tephritidae

The process of egg laying and ovipunctures makes the fruits deformed. Feeding of maggots in the pulp induces rotting and fruit drop.

Bark-eating caterpillar : Indarbela quadrinotata

Severe damage on loquat due to I. quadrinotata was observed during October- November in Uttar Pradesh. There are some cultivars like  Thames Pride which are less susceptible.

Objective of the conservation of forage is to preserve as much as of the crop nutrient as possible. However, during ensilage loss of nutrients occurs. There are five sources of loss. Theses are:
 
    (a)    Field losses 
    (b)    Oxidation or respiration losses 
     (c)    Fermentation losses
    (d)    Effluent losses 
    (f)    Aerobic deterioration

Introduction

Feed is the main contributor to economic and environmental costs of poultry production. This applies in particular to the protein fraction of the diet as the protein constitutes the second abundant and the most expensive nutrient in the broiler diets. Quantitatively, protein rich feed sources constitute 25 to 40 per cent of the diets, next to cereal grains as energy sources accounting for 60 to 70 per cent. In terms of input cost, protein sources account for 40 to 50 per cent of feed cost as these ingredients are highly expensive and play a major role in determining the cost of broiler production.

Low-temperature preservation is one of the most widely used physical approaches for extending food shelf life without seriously affecting quality. Reducing storage temperature slows microbial multiplication, enzyme activity and chemical deterioration, with inhibition increasing as temperature declines. Refrigeration maintains food above its freezing point, while freezing reduces temperature below zero and converts available water into ice. The chapter examines conventional refrigeration, advanced chilling, freezing, cryopreservation, superchilling and the influence of ice crystallisation on food quality. It explains how temperature, cooling rate and crystal size affect texture, nutritional retention and storage stability, while also addressing the limitations and quality changes associated with prolonged low-temperature storage.

Estimation of Magnesium in Feeds, Fodders and Faeces
(Gravimetric method - AOAC, 1965)
Principle

Evaporation of calcium free filtrate is carried out to drive off ammonium chloride and nitric acid is added to decompose ammonium salts, which is then subsequently driven off by evaporation. NH₄Cl + HNO₃ = HCl + NH₄NO₃ (driven off). Sodium citrate in solution yields citric acid which has got a tremendous effect on aluminium and iron in that the citric acid keeps these materials in solution.

At neutrality, first the normal magnesium phosphate is formed, which is then turned to magnesium ammonium phosphate, which on incineration gives rise to magnesium pyrophosphate (Mg₂P₂O₇).

Nuclear Disasters

What is NUCLEAR ENERGY or NUCLEAR POWER?

It is the energy released in nuclear fission or nuclear fusion.
Motive power generated by nuclear reactor.
Where atomic energy of a substance get converted in to electrical energy.

Animal flesh when consumed as food is known as meat. Meat was introduced into man’s diet early on during Stone Age when they were hunter and gatherer. Humans seem evolved to a meat diet based on the structure of teeth and the unsophisticated nature of our digestive system. Presently man used many varieties of animals’ species for producing meat however domesticated cattle, goat, sheep, buffalo, pig and poultry continue to be major contributor of meat to the ever increasing human population. Meat is one of the best and major sources of protein for human, meat protein content all the essential amino acid in required quantity and is easily assimilated by human guts. Fat is essential for development of flavor; at least the bare minimum is desire. Besides this it also has all the other crucial nutrients in smaller amount.  The essential elements of good quality meat are firm texture, moderate fat content, tender, good flavour, juiciness and normal meat odor, and to produce such meat it require proper care and management of meat animal. Hence, right and efficient management is to be given to the animals for producing better meat quality. Management broadly includes selection of genetically superior animals,

CATS

Cats are classified under family Felidae. Felidae is divided into 3 sub families.

False sabes (Toothed cats)

Felids (Cats → Felinae)

Big felids (Pantherine)

Felinae

28 species, have been classified in 15 genera.

Chromosome no 2n=38.

Exterior Morphology of Cats

GUINEA PIGS

Guinea Pigs are herbivores and they can be fed with green grass, vegetable wastes, sprouted grains and commercially available diet and diets made of locally available cereals, pulses. Guinea Pig are not able to synthesize vitamin C. So it has to be supplemented externally through diet and supplementation should be 120 mg of body weight.

Guinea Pig are highly fastidious animals (strict about their diet and their requirement i.e., they are choosy in their diet).

Minimum Requirement

Pr - 16-20%

Fat - 4%

CHO - 30-35%

Fibre - about 10%

Introduction

Poultry diseases pose a significant threat to commercial poultry production, often resulting in substantial economic losses due to high mortality and morbidity. Early diagnosis and effective management of these diseases are crucial, as many diseases share similar symptoms, making timely and accurate identification challenging. Poultry diseases can be broadly classified into bacterial, viral, fungal, protozoan, parasitic, and nutritional deficiency diseases. The following table provides an overview of these diseases, their causative agents, symptoms, and prevention and control measures.

MANAGEMENT

Management includes housing, feeding, disease control.

India is rich in bird population → 8650 species distributed through more than 2000 species are found in India alone. This is due to diversity of habitat and favourable climate condition.

Birds population is restricted to Rajasthan and Himalayan region i.e., in desert, hilly region, forest and also in grass lands → habitat.

Diversity of habitat → mentioned in Rig Vedic period. Even people are distributed among different regions.