Abstract
Gujarat ranks top in potato productivity and a hub of many processing organizations. Due to the globally changing potato consumption scenario, a new structural innovation was created between producers and processors named contract farming. It is a win-win situation for both the producers and processors. Potato contract farming in Gujarat is very special as many contract farming models were established under the agribusiness domain, of which some models were informal, and some were formal, but it helped to safeguard the interest of all the stakeholders. Lack of trust, transaction costs, liquidity issues, and present business scenarios like COVID-19 like situations create a challenge to this structure. A sound strategy like farm harvest branding, basket marketing, targeting an untapped market, and increase usage rate will create a space for processing varieties and impel contract farming in the future.
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