With the arrival of winter, a wide variety of seasonal vegetables has begun flooding local markets across the district, with cauliflower emerging as one of the most sought-after items in both production and popularity.
This year’s strong yield has led to an increased supply of cauliflower in Naogaon, causing prices to fall slightly. In a notable shift, many farmers are opting to sell their produce at temporary roadside markets instead of transporting it to conventional markets, where they are typically required to pay tolls and stall fees.
One such emerging marketplace is the toll-free temporary cauliflower market at Doctor More, located along the Naogaon–Rajshahi regional highway in Naogaon Sadar Upazila. Here, farmers sell cauliflower at Tk 1,000 to Tk 1,200 per maund, avoiding the standard tolls and rent found in regular wholesale markets. The makeshift market operates for only an hour and a half each morning, yet transactions worth several lakhs of taka are recorded daily. After meeting local demand, the produce is sent to other districts, including Dhaka.
According to the district’s Department of Agricultural Extension (DAE), winter vegetables are cultivated on about 9,500 hectares during the Rabi season. Cauliflower alone has been planted on around 120 hectares, with an estimated production target of about 2,100 tons. Fields across the district are currently flourishing with cauliflower, beans, brinjal, radish, chili and other winter vegetables, and farmers are actively tending their crops in anticipation of a profitable season. Cauliflower has been available in markets for about a month now, with supply steadily rising due to strong yields.
The temporary wholesale market at Doctor More has been in operation for the past 10 days, opening at 5:30 am and closing around 7:00 am. Farmers arrive with produce harvested the previous afternoon, traveling by vans, bicycles or on foot. The site is situated roughly 4 kilometers from Naogaon town.
Aminur Rahman, a farmer from Hapaniya village, said he cultivated cauliflower on 10 kathas of land and brought 50 kilograms to the temporary market. “I sold it for Tk 1,000 per maund. Fifteen days ago, the price was Tk 1,800. In the main market, we must pay Tk 2 as toll and Tk 1 as rent. Selling here is more convenient because we don’t have to pay any fees,” he said.
Shariful Islam, a wholesale trader from Barshail village, said he purchases Tk 25,000 to Tk 30,000 worth of cauliflower daily from the Doctor More market to transport to Dhaka by truck. “As production increases, prices may drop slightly, but this market will continue for another month,” he said.
Another farmer, Motaleb Hossain from Chak-Baluvhra village, said he planted about 2,200 seedlings on 15 kathas of land at a cost of Tk 15,000. “I expect to earn Tk 55,000 by selling each cauliflower at Tk 25. After expenses, I’ll profit around Tk 40,000,” he said.
Homayra Mandol, Deputy Director of the DAE, said many farmers plant early in hopes of capitalizing on higher prices. “Since production is low at the beginning of the season, prices remain high and profits are strong. As production increases, prices fall slightly, but the market generally remains favorable for farmers. We are providing continuous support in the field,” she said.
The thriving toll-free cauliflower market at Doctor More underscores a broader trend in Naogaon—innovative, farmer-friendly marketing practices that help maximize profits during the peak winter vegetable season.
