Disparity in Agri-Marketing Challenges in India: Organic vs. Conventional Food Producers

Abstract

The growing organic food consumption is primarily due to increased health consciousness and environmental concern. However, challenges in agri-marketing faced by the producers have become crucial to continue with organic production in emerging economies. This study explores the various agri-marketing challenges across farm size organic and conventional farmers face in selling and distributing their produce. This study used the focus group technique with thematic analysis to collect and analyze qualitative data, and then a questionnaire was developed. The results indicate seven significant challenges applicable to organic and conventional producers. Further, the analysis revealed that the warehousing problem and lack of market intelligence were more intense for conventional farmers, whereas organic producers experienced transportation-based and price fluctuation problems. The present study is valuable for policymakers promoting organic farming in developing markets. The intervention and support will benefit producers in advancing the marketability of their food.