The Supply Chain Of Fruit And Vegetables In East Java Province, Indonesia

Population growth and increasing public awareness of health increases demand for fruit and vegetables from year to year, both in quality and quantity. However, the increase in demand for fruit and vegetables has not been supported by supply or supply from production centers, thus increasing the increase in imports of fruits and vegetables to meet domestic demand. Several factors cause a reduction in the supply of products to the market each year between the price of the harvest of the product which doubles, but falls, so that fruit and vegetables are not sold and become spoilage. The problem, the government revealed that the problem occurred because of the bad trading system and limited innovation or technology. Where, the trading system is still controlled by economic actors (wholesalers) who can control prices. The limited information received by the farmers and the existence of a transportation and distribution network channel means that the products harvested cannot be sent to other areas quickly, so that most fruits and vegetables are easily damaged.