Agricultural Market Research Articles

Impact of Product Quality, Price, and Promotional Activities on Consumer’s Purchase Decision on a Non-Subsidized NPK Fertilizer Market Leading Brand: Purchase Interest as a Mediator

This study investigates the influence of product quality, price, and promotional activities on the choices made while purchasing a market leading, non-subsidized NPK fertilizer brand in Indonesia. There is less study on agricultural marketing before this research. The study specifically looks at how purchase interest plays a role in mediating these factors. A total of 231 customers participated in an online survey, and the data obtained were evaluated using the SmartPLS software. The results indicate that the quality and price of a product have a substantial impact on the level of interest in making a purchase, which subsequently has a considerable influence on the final choice to make the buy. Curiously, there is a direct relationship between pricing and the level of interest in making a purchase. This emphasizes that this market leading NPK fertilizer brand is perceived as a product of great worth by the buyer. However, promotional activities have a minimal impact on the choice to purchase and only a weak connection with the level of interest in buying. The findings highlight the significance of purchase interest as a crucial element in the consumer's journey towards making a purchase, surpassing the impact of promotional tactics employed by leading fertilizer brands in the market. The study offers significant insights for manufacturers and policymakers in Indonesia, emphasizing the importance of prioritizing product quality and pricing strategies to improve customer interest and stimulate purchasing decisions.

A Case Study on the Application of New Media Technology and Market Expansion of Rural Enterprises in Central China

New media has become a critical marketing method in modern times and plays a vital role in rural China's market expansion and development. Currently, the sales of agricultural products by Chinese rural enterprises have become an indispensable part of agricultural product marketing. In the face of fierce market competition, these companies must focus on building agricultural product brands to enhance market competitiveness continuously. However, under the influence of traditional economic concepts and production models, enterprises in some rural areas of China still need to understand brand building, which limits the effective use of new media and results in certain constraints on marketing agricultural products. Therefore, this article aims to conduct an in-depth study of how rural enterprises use new media technology to highlight their products' unique features and advantages by formulating effective marketing promotion strategies.In the face of fierce market competition, rural enterprises need to use creative marketing methods to increase the visibility and recognition of their products. To this end, researchers have proposed marketing promotion strategies through new media technology. In the process of brand building, this article emphasizes the combination of product characteristics and local culture to ensure that the brand image is more in line with the tastes and needs of local consumers. Through innovative designs of brand logos, slogans, etc., rural enterprises are expected to stand out in the market and enhance their competitiveness in new media marketing. Ultimately, this article aims to provide compelling new media marketing strategies for rural enterprises to promote the upgrade of their brand image and improve the market competitiveness of agricultural product sales.

THE EFFECT OF COVID-19 ON THE VALUE CHAIN OF PADDY AND CARROT VARIETY OF IARI

The arrival of COVID-19 was no less than any apocalypse for the global economy. The growth of global GDP spiralled down to a very low point. The condition in India was no exception to it. Almost all the sectors of the economy were severely affected. Notwithstanding this, agriculture emerged as a bright spot in the dark horizon. Even though the growth rate was positive, there were serious impediments in the commodity value chain and agricultural marketing. Paucity in input supply, restriction in movement, closure of market, reduced demand of food products brought challenges that existed never before. In this backdrop, a study was conducted to find out the effects of COVID-19 on the value chain and marketing of Paddy Commercial variety Pusa Basmati 1121 and Carrot Commercial variety Pusa Rudhira. The research design was ex-post facto in nature and a total number of 160 farmers and 50 stakeholders including exporters, commission agents, wholesalers, and millers were consulted for the study. The locale of the study was Soodhna (U.P), Sangohi (Haryana), Khwajpur (U.P) and Nizampur (New Delhi). From extant review of literature, pilot study and discussion with experts, several constraints faced by the value chain stakeholders were identified and rank ordered using Rank Based Quotient Method (R.B.Q). Results showed that in case of farmers "difficulty in getting buyer, price fluctuation and wastage" were among the top constraints, and for stakeholders such as millers, wholesalers and retailers, "unavailability of labour and price fluctuations" were the causes of concern. Moreover, for exporters "hike in freight charges" was the most severe constraint. The findings of the study could highlight the vulnerable areas in the commodity value chain which ought to get due attention in policy making and better preparedness for future events of similar nature.

Service quality, relationship quality, and continuity intention in food and the agricultural Expo setting

Abstract Visitors’ recognition of the Expo has a direct impact on its reputation and value. Based on the theory of relationship marketing, this study analyzes the impact of food and agricultural Expo’s service quality on visitors’ relationship quality and relationship continuity intention, and clarifies the mediating role of relationship quality. Out of 660 questionnaires distributed to visitors with food and agricultural Expo experience in China, 600 valid questionnaires were collected for data analysis. We use SPSS 26.0 to make an empirical analysis of the collected data and use structural equation modeling to propose the relationship between potential variables. The results show that organizational service, facility service and digital service, which constitute service quality, have a significant positive impact on visitors’ relationship quality, but the impact of operational services on visitors’ satisfaction is not significant. The four dimensions of service quality all have a positive impact on relationship continuity intention. The empirical results of satisfaction and trust in relationship quality have a positive impact on the relationship continuity intention. All these results demonstrate the overall characteristics of China’s food and agricultural Exposition market and help to provide practical data for future marketing strategies.

A new method for assessing the marketing efficiency of agricultural marketing channels

Purpose. This study aims to introduce a new method for assessing the efficiency of agricultural marketing channels. This innovative method rectifies the deficiencies inherent in earlier methods by encircling all channel participants in evaluating marketing efficiency, thereby delivering a more detailed assessment. Methodology / approach. The present study first identified the shortcomings of the old methods based on a literature review and then attempted to propose a new method for calculating marketing efficiency by overcoming these issues. The efficiency of marketing channels is calculated based on primary data collected from two randomly selected agriculture markets in Delhi, marketing cooperative societies operating in Delhi, and their respective intermediaries, flour mills, and consumers in the channel. The study’s sample size is 179 respondents, including all the channel members. After that, a comparison is made between traditional methods and the proposed method. Results. Results of this study show that the proposed method gives a better idea of the efficiency of marketing channels than the old methods, namely the Acharya’s approach, the Shepard’s method and the input-output approach. These methods ignore the crucial role of producers, focusing on overall margins and costs. They can call a channel efficient even if producers receive minimal benefits, necessitating a revised approach. The proposed method has two parts: (1) the ratio of overall channel benefit to cost, excluding consumers, to avoid misleading results, indicating higher benefits for channel members; (2) the ratio of the net price received by farmers to the price paid by consumers, reflecting farmer earnings. By separating marketing margins and costs, the proposed method simplifies previous complexities. Using the channel benefit-to-cost ratio and the farmer’s price-to-consumer price ratio, this method offers an accurate and comprehensive assessment, addressing flaws in Acharya’s approach. Originality / scientific novelty. The proposed method is the only method that takes care of every channel member rather than just focusing on producers / farmers. This method considers factors such as the price received by farmers (gross and net), marketing margins, marketing costs, and the price paid by consumers. Unlike old methods, this method focuses on adding value per channel, not on the number of intermediaries. Practical value / implications. The proposed method facilitates an effortless comparison of marketing efficiency for all channel members, especially farmers. Its simplicity makes it a valuable tool for policymakers to formulate effective strategies for enhancing overall channel efficiency. Researchers can also use this method in efficiency-focused studies related to agriculture and its products, gaining a comprehensive understanding of agricultural marketing channels.

Cluster social capital’s influence on regional public brands in specialty agriculture: a value co-creation perspective

PurposeThis study aims to explore the collaborative value creation process in the context of regional public brands within the specialty agricultural products domain. It examines the role of cluster social capital in facilitating stakeholder interactions and cooperation, thereby enhancing the value of these brands.Design/methodology/approachThe study adopts a value co-creation theoretical framework to construct a relational model that links cluster social capital, brand interaction, stakeholder perceived value, and the value of regional public brands. An empirical analysis is conducted using a sample of 404 valid responses to test this model and assess the influence of cluster social capital on brand value co-creation.FindingsThe findings reveal that cluster social capital significantly impacts stakeholder participation in value co-creation activities, thereby playing a crucial role in enhancing the value of regional public brands. The study also finds that brand interactions significantly affect stakeholder perceived value and the overall brand value, with perceived value acting as a partial mediator in these relationships.Originality/valueThis research contributes to the understanding of value co-creation in regional public brands, particularly in the agricultural sector. It provides new insights into how cluster social capital influences the value creation process, offering valuable implications for policymakers and practitioners working to develop and promote regional public brands in the specialty agricultural products market.

Multifractal Analysis of International Energy and Agricultural Markets Under the Influence of Russia–Ukraine Conflict

Taking six representative futures in the international energy and agricultural markets as the research objects, we use multifractal analysis methods to study the fluctuation characteristics, market risks and cross-correlations within and between these markets before and after the outbreak of the Russia–Ukraine conflict in this paper. The empirical results show that both the auto-correlations and cross-correlations have obvious multifractal features. It is confirmed that the multifractal strength and market risks of the international energy markets have weakened, while those of the international agricultural markets have enhanced after the Russia–Ukraine conflict broke out. In addition, the Russia–Ukraine conflict has intensified the strength of the multifractality and the degree of fluctuation complexity between these two classes of international markets. Further, the intrinsic multifractal natures of cross-correlations are tested, and the apparent and intrinsic multifractality before and after the conflict are revealed. Finally, some policy suggestions are put forward based on the empirical results.

Analysis of Marketing Channels And Marketing Efficiency of Corn Farmers (Zea Mays L) Tanjung Morawa

Purpose: This study aims to (1) identify the corn marketing channels, (2) determine the corn marketing margins, and (3) evaluate the efficiency of corn marketing in Tanjung Morawa District. Methodology: A sample of 30 corn farmers from three villages with corn farming areas was selected. A quantitative descriptive analysis was used to examine marketing channel patterns and analyze marketing costs and margins. Results: The study found that Marketing Channel I is widely used by farmers, who prefer selling corn directly to collectors. The marketing efficiency values for the first (I) and second (II) marketing channels are 10% and 16.6%, respectively. Findings: Both marketing channels are efficient. This indicates that the marketing channels involved in the marketing of shelled corn in the study area do not involve lengthy marketing institutions, resulting in low marketing costs and margins, and the selling price received by the final consumer is not much higher than the price received by the farmers. Novelty: This research provides insights into the efficiency of corn marketing channels, highlighting the benefits of shorter marketing pathways. Originality: The study offers a detailed analysis of marketing channel efficiency for corn, contributing to the understanding of effective agricultural product marketing. Conclusions: The corn marketing channels in Tanjung Morawa District are efficient, benefiting both farmers and consumers. Type of Paper: Empirical Research Article

Developing a nascent agriculture industry: Lessons learned with sugar kelp

First paragraph: Seaweed is developing into a nascent agricultural industry in the United States. It has long been a staple in Asian and other diets, used in a variety of food dishes because of its taste and nutritional benefits that could rank it among the superfoods (Cherry et al., 2019). Although sugar kelp (Sacchar­rina lattisima) is native to Connecticut’s coast (Redmond et al., 2014), its use as a food product in Connecticut and in other parts of the U.S. is limited because there is a need for post-harvest and marketing infrastructure (Venolia et al., 2020; Yarish et al., 2017; Yarish et al., 1998). The Cooperative Extension System and Sea Grant pro­grams are frequently asked to help develop new agricultural products, methods, and market strate­gies. Connecticut Sea Grant Extension is develop­ing the nascent sugar kelp industry, and this com­mentary outlines the lessons learned. . . .

Determinants of urban agriculture market participation decision and intensity in eastern Ethiopia

Small-scale urban farmers' active involvement in the urban agriculture (UA) output market is one strategy to ease an urban food shortage while sustaining their livelihoods and income. Enhancing market participation and intensity requires identifying the factors that affect UA market participation. Thus, the study aimed to determine the factors influencing UA market participation decisions and intensity in Eastern Ethiopia. Using a semi-structured questionnaire, the study utilized primary data collected from 270 randomly selected urban farmers. The Double Hurdle (DH) Model was used to determine the factors influencing urban farmers' participation and intensity in the UA output market. According to the first stage DH Model results, age, education, occupation, family size, farming experience, UA-related training, dependency ratio, and market information, all had a significant impact on the decision to participate in the UA output market. The second stage DH Model of Truncated regression indicated that the intensity of UA output market participation decision was significantly affected by the education, land size, UA-related training, and market information are all important factors determine the intensity of UA output market participation. Improving the ability to use the land for UA purposes, awareness creation through short-term training, and improving information access are important recommendations to enhance UA output market participation and intensity of participation.

Agricultural Commodity Markets in Pakistan: Analysis of Issues

EXECUTIVE SUMMARY Agriculture markets in Pakistan are still primarily based on a colonial-era model and have not modernised with changing times. This has increased unnecessary costs in the supply chains that put growers and end-consumers at a disadvantage. Additionally, price and supply volatility causes insecurity for policy-makers as information about prices, supply and demand is not structured, timely or reliable. For decades, agricultural markets have functioned without government focus on innovation. Recent initiatives from various federal and provincial agencies provide hope that this vital area can now finally be addressed. Numerous constraints need to be resolved to bring meaningful change to the ecosystem. The process must start with a fresh policy look and commitment to adopt modern themes. This policy process can be supported by technology and successful lessons from other countries as well as developments in other sectors within the country. There is a need to develop a certain level of coordination between various federal and provincial agencies. The increasingly fragmented nature of agriculture markets might be useful for some stakeholders as they can innovate according to their needs but it leaves most of the sector at a continually suboptimal level. The lack of progress in modernising core markets has also made it difficult for some innovative solutions to succeed. A rapid assessment of the current environment, key constraints and recommendations for possible development areas is presented in this report.

Awareness and Challenges Faced by Farmers in Marketing Agricultural Produce through the e-National Agriculture Market (e-NAM)

Present study is based on awareness and constraints perceived by the farmers about application process of e-NAM (Electronic National Agriculture Market) in Sriganganagar district of Rajasthan. Total of 10 villages were selected for the selection of respondents from both mandis. A number of ten farmers were selected from each village and therefore, total of 100 farmers were selected from both mandis. To find out the most significant awareness and constraints which influence in adoption of e-NAM. The frequency, mean percent score, weighted mean score and Garret ranking were used to identify awareness and constraints. The majority of respondents exhibited a medium level of awareness about the e-NAM scheme. The result revealed that management of perishable produce especially storage in mandi is the foremost constraint in adoption of e-NAM from farmer side. The farmers known very well about e-NAM scheme but they know very little about the marketing system and other features of e-NAM.

A Group-Based, Six-Lesson Healthy Eating Curriculum for Individuals With Serious Mental Illnesses: Development and Implementation.

As part of an intervention tailored to individuals with serious mental illnesses in residential settings that aimed to increase dietary intake of fresh vegetables and fruits, we developed and implemented a nutrition and cooking curriculum. To develop the curriculum, we assembled a Workgroup that consisted of professionals from multiple fields. The Workgroup held weekly discussions before drafting what would become the Workbook. Residential staff at partnering housing agencies taught the curriculum to residents. The curriculum Workbook contains six lessons, which are organized around two field trips to a mobile farmers market and a grocery store, and four cooking methods. The Workbook also includes instructions on using FreshConnect Checks at mobile farmers markets. The new curriculum distinguishes itself from other nutrition and culinary literacy curricula in that it delivers knowledge about fresh produce and skills in preparing fruits and vegetables in a way that is tailored to individuals with serious mental illnesses.

Identifying spatially differentiated pathways for rural transformation in Pakistan1

This paper proposes a conceptual and empirical framework to develop rural transformation strategies tailored to the agroecological potential and market access of rural areas in Pakistan. Such a framework allows to move away from stereotypical countrywide policies as in use in Pakistan and many other countries. Using publicly available geospatial measures of vegetation greenness and an urban gravity model to proxy the agricultural market demand, we classify Pakistan’s rural districts into categories with similar comparative advantages and describe dominant livelihood activities. The framework recommends market-based approaches to support commercial agriculture or non-agriculture business development in well-connected areas and where households have accumulated human and physical capital. In areas with less developed agricultural potential or market access, households will benefit from area-based and community-driven development, skill development, and labor programs. Since data collection is often challenging in rural areas, statistical agencies can use such an empirical framework to advise policymakers on prioritizing public investments and tailoring rural transformation pathways. In addition, statistical agencies can also extend the framework at different levels of resolution, from national to local level, and complement it with primary data sources to validate the usefulness of the approach.

ORGANISATIONAL AND ECONOMIC SUPPORT FOR FOOD SECURITY IN THE CONTEXT OF EXTRAORDINARY CHALLENGES

The theoretical and methodological basis of the research presented in the scientific paper is based on the solution of the problem of the effective functioning of the market environment, agricultural market infrastructure in Ukraine, problems and prospects that Ukrainian agrarian modernity has today in the development of global food markets. An important block of issues is also the role of the state in building new mechanisms of restrictions and incentives, implementation of the whole set of regulatory policies during the war in the context of global political, economic, food and financial challenges. The purpose of the study is to improve scientific approaches and practical recommendations for solving the problem of ensuring the organisational and economic foundations of the functioning of the agrarian market in Ukraine under martial law. In order to achieve this goal, a wide range of research methods was used, the most important of which were the methods of generalisation and synthesis, scientific abstraction, analytical diagnostics, descriptive statistics. The methodical basis of the research were general and special methods, namely: system analysis - in order to comprehensively characterise the strategic potential of agricultural development; statistical analysis (method of standard deviation) of the dynamics of gross production by main types of agricultural products, generalisation and synthesis - in order to examine the legislative and regulatory bases in the direction of diagnosis of the potential of the agricultural sector to ensure the sustainability of national food security. The dialectical method of understanding socio-economic processes, the formal-logical method and the method of system analysis have been applied in order to better understand the processes of the country's food supply, the formation of food independence from imports, the identification of the regularities of the processes of food self-sufficiency, as well as to take into account the influence of macroeconomic factors on the improvement of the level of national food supply and food security. The main set of indicators and factors (conditions) of national food security and the set of indicators of national food security were formed to address important issues of food supply in accordance with the country's potential capabilities in the production, storage, processing of agricultural products to provide food for all categories of the population with appropriate levels of consumption, as well as food of adequate quality and safety. The study determines that the economic focus of regulatory measures on the food sector, on the protection of domestic consumers, will lead to the provision of agricultural producers with the necessary and optimal level of income, and will help to increase the competitiveness of the agricultural sector as a whole. It has been proved that solving the problem of improving the organisational and economic foundations of functioning of the agrarian market of Ukraine under martial law will generally contribute to ensuring the level of national food security, which will further give a powerful impetus to the State-building in Ukraine under martial law.

Upaya Peningkatan Perekonomian Petani dengan Penerapan Branding Green Agriculture di Kota Batu

This research aims to examine the impact of implementing green agriculture branding on improving the economy of farmers in Batu City, evaluating the economic impact of implementing green agriculture branding on farmers' income and market access in Batu City, Green agriculture branding promotes environmentally friendly sustainable agricultural practices, increasing added value agricultural products on the market. By using qualitative methods through in-depth interviews, field observations, and document analysis, this research shows that green agriculture branding can increase consumer awareness, expand market access, and increase farmers' income in Batu City. Apart from that, the adoption of this branding also has a positive impact on environmental sustainability and food security in the area.

Perception and willingness to participate in warehouse receipt system: insights from cashew farmers in the Bono region of Ghana

PurposeThe warehouse receipt system (WRS) is critical for farmers because it addresses agricultural market inefficiencies, provides credit access, reduces postharvest losses and increases access to profitable markets. However, its use and implementation across the commodity value chain remain relatively limited in Sub-Saharan Africa, particularly among cash crop producers. This study examines cashew farmers' perceptions of WRS implementation and determinants of farmer participation.Design/methodology/approachA total of 153 cashew farmers from the Bono region of Ghana were sampled using a multistage sampling approach. Perception index analysis and Cragg's double hurdle model were used for the analysis.FindingsThe results revealed that farmers strongly perceived that WRS augmented credit and market access. In addition, farm size, household size, annual income, perception of collateral and higher selling price determined farmers' willingness to participate in WRS.Research limitations/implicationsDespite the existence of other cashew farmers in Ghana, the study was limited to cashew farmers in Bono Region.Originality/valueDespite the plethora of benefits of WRS, it is surprising that its implementation in the cashew subsector is geographically limited to East Africa. Thus, this study is the first to provide empirical evidence on the perception of WRS implementation and further examine farmers' willingness to participate in WRS in Ghana.Peer reviewThe peer review history for this article is available at: https://publons.com/publon/10.1108/IJSE-12-2023-0946.

The effects of agricultural output market access interventions on agricultural, socio‐economic, food security, and nutrition outcomes in low‐ and middle‐income countries: A systematic review

AbstractBackgroundAn estimated two billion people do not have sufficient access to nutritious food, and nearly half are dependent on small‐scale and subsistence farming. Projections show that the global population is not on track to reach the Sustainable Development Goals. With this in mind, development actors are increasingly seeking to better integrate rural farmers into agricultural markets. This synthesis of the literature can help to inform policy decisions to improve outcomes for smallholder farmers in low‐ and middle‐income countries, and to enable the realization of the Sustainable Development Goals. This work is the most comprehensive and up‐to‐date review synthesizing evidence from 262 interventions.ObjectivesThe purpose of this systematic review is to appraise and synthesize evidence of the effects of five types of interventions facilitating farmers' access to output markets in low‐ and middle‐income countries. We examine how these effects vary across contexts and subgroups. We also identify evidence on program costs and evidence gaps in the literature.Search MethodsThe search of included studies was based on nine major databases/search engines and 25 institutional websites, using a set of English search terms. We also conducted forward and backward citation tracking of literature, published a public call for papers, and contacted key experts.Selection CriteriaWe included studies on the effects of five types of output market access interventions, focusing on participants residing in low‐ and middle‐income countries: (1) Farm‐to‐market transport infrastructure interventions; (2) Access to output market information interventions; (3) New marketplaces or alternative marketing opportunities interventions; (4) Contract farming interventions; (5) Improved storage infrastructure and technologies interventions. We included published and unpublished studies from 2000 onwards, with experimental and quasi‐experimental study designs focusing on relevant outcomes.Data Collection and AnalysisWe screened 52,366 studies, identifying a total of 439 papers representing 289 unique studies on the effects of 262 interventions in 53 countries. Data extraction and risk of bias assessments were completed by two independent reviewers.Main ResultsAll five types of output market access interventions resulted in small‐to‐moderate positive effects on almost all measures of market participation, agricultural production, and welfare outcomes. These improvements occurred through a reduction in transaction costs, adoption of improved practices, greater farm investment, access to higher prices for farmers, greater volume sold, and increased farm income. Effects vary by intervention type. However, the body of evidence is comprised of a large share of included studies with a high risk of bias. Few studies have information on the cost of interventions, and there are gaps in the available evidence.Authors' ConclusionsOutput market access interventions are effective in reducing transaction costs and addressing market failures, thereby leading to higher income levels. Evidence of effects on food security and nutrition is sparse and has not provided conclusive findings. We also found that multi‐component interventions are not necessarily more effective than single component interventions. The specific needs and dynamics of each context should inform the choice of the intervention and approach. Investments in additional research with low risk of selection bias and confounding effects will improve the evidence base, especially for outcomes that constitute gaps in the literature. For example, the effects on quality of agricultural products and group participation are under‐researched, and we did not find any included studies focusing on North Africa or the Middle East. Collecting and reporting information on interventions' cost‐effectiveness will help decision‐makers to prioritize limited resources.

Machine Learning and Hybrid Model Building Mechanism for Forecasting Agricultural Market Behaviour: A Case Study of Vegetable Crops

A strategic market intelligence mechanism is essential for stakeholders to make well-informed decisions on production, pricing, and marketing strategies; however, the complex behaviour of agricultural markets, coupled with the presence of non-stationarity, non-normality, and non-linearity in the arrivals and prices of perishable agricultural commodities pose challenges for traditional statistical models in modelling and forecasting. This study sought to overcome these challenges by employing machine learning and hybrid models for vegetable crops. Machine learning techniques, known for their flexibility with non-stationary, non-normal, and non-linear data, were showcased in the empirical illustration, highlighting their effectiveness. The trends of arrivals and prices were found to be significantly positive (p<0.01) for tomato and capsicum. Time delay neural network (TDNN) and hybrid models outperformed the seasonal ARIMA models based on lower RMSE and MAPE for the modelling and forecasting. Utilizing the best-fit models, the prices of tomato and capsicum were forecasted to be highest during June 2024 with ?2267 and 2623 per q. This study contributed to the growing body of applications of machine learning in agricultural systems. It will help develop a robust market intelligence mechanism to address uncertainties in agricultural markets.

Designing Risk Mitigation Strategies for Agricultural Supply Chain: A Supply Chain Finance-Based Approach

Abstract The agricultural supply chain is distinguished from the manufacturing and service supply chains by its complexity and length. These characteristics emphasize the importance of risk management measures for this supply chain, which will increase farmer income, market stability, and food security. This research aims to design risk mitigation strategies, especially demand risk, in the rice farming supply chain in Tana Paser District, Paser Regency, East Kalimantan. Monte Carlo simulation was utilized to predict the average rice demand and conduct sensitivity analysis. Three financial scheme strategies were compared: soft tolling, hard tolling, and contract farming, to assess the best strategy that provides maximum profits for agricultural supply chain actors. From the simulation results, the average predicted value for rice demand was 2.78 tonnes. The optimal quantities of q1 (processed material), q2 (raw material), and q3 (seeds) obtained from sensitivity analysis were 2.2 tons, 2 tons, and 2 tons, respectively. The soft tolling strategy provides maximum profits for all agricultural supply chain players, with a total profit of IDR 17,471,000.00, considering that implementing this strategy involves all supply chain stakeholders in determining the contract decision (q).