An Evaluation of Farm-to-Fork Practices and Their Effects on Retail Market Performance in the Vidarbha Region

Abstract

This paper will be an assessment of how farm-to-fork practices influence the performance of the retail market within the Vidarbha region. Based on a descriptive research design, and a structured questionnaire conducted to 150 respondents, the study evaluates and examines the effect of direct procurement, reduction in intermediaries, enhanced traceability, and supply chain efficiency on retail profitability and customer satisfaction. Findings show that the farm-to-fork system is an effective solution capable of increasing the produce freshness levels, sales volume, and retail profit and increasing consumer confidence. Correlation analysis establishes a positive relationship that exists between retail performance indicators and supply chain improvements. The results indicate that the incorporation of farm-to-fork systems might have a significant positive impact on retailers and farmers and enhance transparency and sustainability in an agricultural value chain. The paper offers pertinent recommendations on how to further improve infrastructure as well as to support the policy and expand the use of digital tools to reinforce the model.