Abstract: The marketing of vegetables strengthens agricultural sustainability, improves farmers’ livelihoods and ensures food security. Despite the progress, the sector continues to face challenges – a fragmented supply chain, post-harvest losses, price volatility, weak market infrastructure they can’t access readily. These restrictions hamper the marketing of fresh vegetables and their availability to consumers. In light of these challenges, this paper analyses innovative practices for vegetable marketing by merging sustainable agricultural practices and contemporary marketing techniques. The research evaluates changes in vegetable marketing from conventional distribution systems to tech-oriented, consumer-driven, value-adding supply chains. This emphasizes the significance of digital marketplaces, farmer producer organizations, cold-chain logistics, traceability systems, value addition, and farm-to-consumer marketing models in improving market efficiency and reducing food wastage. The paper focus on planners and users of marketing infrastructure, to understand the problem areas. Further it discusses the important role of government policies, institutional support, and public-private partnerships in creating resilient vegetable marketing systems that benefit producer. Also it benefits intermediaries and consumers as well. By integrating contemporary literature and modern marketing practices, the paper presents a conceptual framework for sustainable marketing of vegetables that is economically viable, environmentally friendly and socially inclusive. The results stress that innovation, digitization plus integrated supply chains can help enhance farmers’ income, benefit consumers and sustain the agri-growth through re-dispatch of vegetable marketing. This research study will be helpful to policymakers, researchers, agribusiness professionals and agricultural extension agencies in developing efficient and sustainable vegetable marketing system.
Keywords: Vegetable marketing, Sustainable Agriculture Growth(SAG), Farming activities, Government policies, Fresh Produce Marketing; Farmer Producer Organizations (FPOs); Value Chain Management etc..
Title: From Farm to Fork: Reimagining Vegetable Marketing for Sustainable Agricultural Growth
Author: S Vincent Raj, Dr S Ganesan
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
Vol. 14, Issue 1, April 2026 - September 2026
Page No: 784-796
Research Publish Journals
Website: www.researchpublish.com
Published Date: 03-September-2026
