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The Role of Branding in Agricultural Products: From Farm to Shelf

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  • Dr. Satish S. Uplaonkar

    (Assistant Professor, Department of Management Studies Visvesvarya Technological University Centre for PG Studies Kalaburagi)

  • Zabihullah Bahar

    (Assistant Professor Department of ABM, Faculty of Agriculture, Nangarhar University (NUFA), Nangarhar Province, Afghanistan)

Abstract

In an increasingly competitive global marketplace, the agricultural sector faces significant challenges in differentiating its products and capturing consumer attention. Branding, traditionally associated with manufactured goods, is gaining prominence as a crucial strategy for agricultural producers and distributors. This paper explores the evolving role of branding in agricultural products, examining its impact at various stages of the supply chain, from the farm to the retail shelf. We delve into the benefits of branding, including price premiums, enhanced consumer trust, and improved market access. Furthermore, we analyze the challenges associated with building strong agricultural brands, considering factors such as product variability, traceability, and the need for authentic storytelling. Finally, we discuss strategies for successful branding in the agricultural sector, emphasizing the importance of quality assurance, provenance, sustainability, and effective communication.

Suggested Citation

  • Dr. Satish S. Uplaonkar & Zabihullah Bahar, 2025. "The Role of Branding in Agricultural Products: From Farm to Shelf," International Journal of Latest Technology in Engineering, Management & Applied Science, RSIS International, vol. 14(8), pages 57-59, August.
    • Handle: RePEc:bjf:ijltem:v:14:y:2025:i:8:a:1584
    DOI: 10.51583/IJLTEMAS.2025.1408000008
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