IDEAS home Printed from https://ideas.repec.org/a/ags/aerrae/109514.html
   My bibliography  Save this article

Linking Small Farmers to Emerging Agricultural Marketing Systems in India—The Case Study of a Fresh Food Retail Chain in Punjab

Author

Listed:
  • Singla, Naresh
  • Singh, Sukhpal
  • Dhindsa, P.K.

Abstract

Linking primary producers with global and national markets through fresh food retail chains is seen as one of the emerging agricultural marketing practices in India to improve small producer’s livelihoods. The fresh food retail chains are investing from farm to fork to buy fruits and vegetables directly from farmers and sell them to retail buyers. However, fresh food retail chains are largely found working with only large farmers and exclude small farmers for various reasons. In this context, this paper has examined the operations of a fresh food retail chain named ‘Easy Day’ and its interface with farmers in Punjab. The study has revealed that fresh food retail chain primarily works with small intensive vegetable cultivators. It has been found that the retail chain farmers could realize higher profits compared to non-RC (traditional market supplying) farmers mainly because of higher yield and higher price realization in the traditional market because of better quality produce. The retail chain procures only a part of the farmers’ produce and the remaining produce has to be sold in the local markets. The retail chain has not made a genuine effort to provide agri-inputs and extension services to the farmers. The study has proposed a number of strategies to further facilitate the marketing of produce of small farmers.

Suggested Citation

  • Singla, Naresh & Singh, Sukhpal & Dhindsa, P.K., 2011. "Linking Small Farmers to Emerging Agricultural Marketing Systems in India—The Case Study of a Fresh Food Retail Chain in Punjab," Agricultural Economics Research Review, Agricultural Economics Research Association (India), vol. 24(1), June.
    • Handle: RePEc:ags:aerrae:109514
    DOI: 10.22004/ag.econ.109514
    as

    Download full text from publisher

    File URL: https://ageconsearch.umn.edu/record/109514/files/16-Naresh-Singla.pdf
    Download Restriction: no
    File URL: https://libkey.io/10.22004/ag.econ.109514?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Birthal, Pratap S. & Joshi, P. K. & Gulati, Ashok, 2005. "Vertical coordination in high-value commodities," MTID discussion papers 85, International Food Policy Research Institute (IFPRI).
    2. Mangala, K.P. & Chengappa, P.G., 2008. "A novel agribusiness model for backward linkages with farmers: a case of food retail chain," Agricultural Economics Research Review, Agricultural Economics Research Association (India), vol. 21(Conferenc).
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Aparna, B. & Hanumanthaiah, C.V., 2012. "Are Supermarket Supply Channels More Efficient than Traditional Market Channels?," Agricultural Economics Research Review, Agricultural Economics Research Association (India), vol. 25(2).
    2. Vamsidhar Reddy, T.S. & Hall, Andy & Sulaiman V., Rasheed, 2010. "New Organisational and Institutional Vehicles for Managing Innovation in South Asia: Opportunities for Using Research for Technical Change and Social Gain," MERIT Working Papers 2010-054, United Nations University - Maastricht Economic and Social Research Institute on Innovation and Technology (MERIT).
    3. Schipmann, Christin & Qaim, Matin, 2011. "Supply chain differentiation, contract agriculture, and farmers’ marketing preferences: The case of sweet pepper in Thailand," Food Policy, Elsevier, vol. 36(5), pages 667-677.
    4. Minten, Bart & Murshid, K.A.S. & Reardon, Thomas, 2011. "The quiet revolution in agrifood value chains in Asia: The case of increasing quality in rice markets in Bangladesh," IFPRI discussion papers 1141, International Food Policy Research Institute (IFPRI).
    5. Schipmann, Christin & Qaim, Matin, 2011. "Supply chain differentiation, contract agriculture, and farmers’ marketing preferences: the case of sweet pepper in Thailand," GlobalFood Discussion Papers 108349, Georg-August-Universitaet Goettingen, GlobalFood, Department of Agricultural Economics and Rural Development.
    6. Johan F. M. Swinnen & Miet Maertens, 2007. "Globalization, privatization, and vertical coordination in food value chains in developing and transition countries," Agricultural Economics, International Association of Agricultural Economists, vol. 37(s1), pages 89-102, December.
    7. Birthal, Pratap Singh & Joshi, Pramod Kumar & Negi, Digvijay S. & Agarwal, Shaily, 2014. "Changing sources of growth in Indian agriculture: Implications for regional priorities for accelerating agricultural growth:," IFPRI discussion papers 1325, International Food Policy Research Institute (IFPRI).
    8. Bobojonov, Ihtiyor & Teuber, Ramona & Oshakbayev, Dauren & Glauben, Thomas, 2015. "Agrifood sector transformation and its implications on development of small farmers in Kazakhstan," 2015 Conference, August 9-14, 2015, Milan, Italy 211357, International Association of Agricultural Economists.
    9. Miet Maertens & Johan F.M. Swinnen, 2012. "Gender and Modern Supply Chains in Developing Countries," Journal of Development Studies, Taylor & Francis Journals, vol. 48(10), pages 1412-1430, October.
    10. Miyata, Sachiko & Minot, Nicholas & Hu, Dinghuan, 2009. "Impact of Contract Farming on Income: Linking Small Farmers, Packers, and Supermarkets in China," World Development, Elsevier, vol. 37(11), pages 1781-1790, November.
    11. Kumar, Shiv & Chand, Puran & Dabas, J.P.S. & Singh, Harvinder, 2010. "Characteristics and Determinants of Contract Design of Wheat Seed Farming in India: A Basis of Decision Making," Indian Journal of Agricultural Economics, Indian Society of Agricultural Economics, vol. 65(4), pages 1-18.
    12. Gulati, Ashok, 2009. "Emerging Trends in Indian Agriculture: What Can We Learn from these?," Agricultural Economics Research Review, Agricultural Economics Research Association (India), vol. 22(2), July.
    13. Tao Xiang & Jikun Huang & d’Artis Kancs & Scott Rozelle & Jo Swinnen, 2012. "Food Standards and Welfare: General Equilibrium Effects," Journal of Agricultural Economics, Wiley Blackwell, vol. 63(2), pages 223-244, June.
    14. Mittal, Surabhi, 2007. "Strengthening Backward and Forward Linkages in Horticulture: Some Successful Initiatives," Agricultural Economics Research Review, Agricultural Economics Research Association (India), vol. 20(Conferenc).
    15. Singh, Sukhpal, 2009. "Rapporteur’s Report on Implications of Corporate Entry into Agricultural Input and Output Markets and Its Impact on Small Producers and Consumers," Indian Journal of Agricultural Economics, Indian Society of Agricultural Economics, vol. 64(3), pages 1-9.
    16. Nedumaran, Swamikannu & Selvaraj, Aravazhi & Nandi, Ravi & Suchiradipta, Bhattacharjee & Jyosthnaa, Padmanabhan & Bose, Disha, 2020. "Digital integration to enhance market efficiency and inclusion of smallholder farmers: a proposed model for fresh fruit and vegetable supply chain," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 23(3), September.
    17. Wainaina, Priscilla W. & Okello, Julius Juma & Nzuma, Jonathan M., 2012. "Impact of Contract Farming on Smallholder Poultry Farmers' Income in Kenya," 2012 Conference, August 18-24, 2012, Foz do Iguacu, Brazil 126196, International Association of Agricultural Economists.
    18. Birthal, Pratap S., 2008. "Linking Smallholder Livestock Producers to Markets: Issues and Approaches," Indian Journal of Agricultural Economics, Indian Society of Agricultural Economics, vol. 63(1), pages 1-19.
    19. Davis, Junior, 2006. "How can the poor benefit from the growing markets for high value agricultural products?," MPRA Paper 26048, University Library of Munich, Germany.
    20. Sinha, Piyush Kumar & Gokhale, Srikant & Thomas, Sujo, 2012. "Development of Modern Retailing in India: It’s Impacts on Distribution and Procurement Networks and Changing Consumption Pattern," IIMA Working Papers WP2012-12-04, Indian Institute of Management Ahmedabad, Research and Publication Department.

    More about this item

    Keywords

    Agricultural and Food Policy;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ags:aerrae:109514. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: AgEcon Search (email available below). General contact details of provider: https://edirc.repec.org/data/aeraiea.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.