Kassali, R.Fakokunde, A. O.Ojo, T.O.2023-12-112023-12-112016-03-03Kassali, R., Kareem R. O., Oluwasola, O. and Ohaegbulam, O. M. (2010). Analysis of Demand for Rice in Ile-Ife, Osun State, Nigeria. Journal of Sustainable Development in Africa, 12(2):63-77. Kenmore, P. (2003). Sustainable rice production, food security and enhanced livelihoods in Rice Science: Innovations and impact for livelihood. Edited by Mew T. W, Brar D. S., Peng S., and Haedy B. pp. 27-34. Olufokunbi, B. (1977). Analysis of structure and operational efficiency in the distribution of fresh produce: A case study of the Hawaii produce distribution. PhD Dissertation. Department of Agricultural & Resource Economics. University of Hawaii, Honolulu, HI. Olufokunbi, B. and Utomakili, J. B. (1988). Gains to sellers and purchases through efficient marketing: the case of rice in Bendel State of Nigeria. Mimeo. Department of Agricultural Economics, University of Ife, Ile-Ife, Nigeria. Sherer, F. M. (1970). Industrial market structure and economic performance, 2nd Ed. Rand McNally, Chicago, IL. USA. West Africa Rice Development Association [WARDA] (2002). News Release, Bouake, Cote D’Ivoire. West Africa Rice Development Association [WARDA] (2003). Five Years of Research (1973-1978). A Quinquennal Report of West Africa Rice Development Association on Research Activities.https://keffi.nsuk.edu.ng/handle/20.500.14448/2913The study analysed the marketing of rice in its functions of wholesaling and retailing in Osun State of Nigeria. The specific objectives were to: describe the socioeconomic characteristics of rice marketers; analyze the performance of rice marketing firms and identify major constraints in rice distribution in the study area. A three-stage sampling technique was employed to select a total of two hundred and ten (210) respondents from whom data were collected using a well structured pre-tested questionnaire. Descriptive statistics were used to describe the socio-economic characteristics of the respondents while performance was assessed using budgeting and the operational efficiency approach. The majority of rice marketers had secondary and post-secondary education with an age distribution of 30-50 years and the rice market was found to be female dominated across all the three groups. The experience in business was 10 years and above for wholesalers and wholesale-retailers and 5 years and above for retailers. Rice marketing system could be said to be relatively efficient. It is more efficient for retailer compared to wholesaler and wholesaler-retailer. The major problems encountered in the rice marketing system were poor finances and bad road network. Policy measures that would improve competition and efficiency should therefore be encouraged. Finances should be provided to rice marketers so as to improve on the performance of the industry.enRice, Wholesaling, Retailing, wholesaling-retailing, Operational Efficiency, Osun State.Article