Files
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.