Abstract Accepted by: M. Zied Babai This paper examines a supply chain network focusing on the distribution of fresh agricultural products, incorporating outsourcing and stochastic demands considerations. Initially, we establish a generalized Nash equilibrium model with stochastic demands among fresh produce firms. Subsequently, we transform this model into a mixed complementarity system using the Karush–Kuhn–Tucker conditions. Utilizing the Fischer–Burmeister function, we further convert the mixed complementarity system into a set of nonlinear equations, amenable to solution via GAMS software. We conduct numerical experiments and perform sensitivity analysis on key parameters. Our findings suggest that higher subsidy rates incentivize firms towards production outsourcing, particularly benefiting low-income farmers, thereby potentially increasing profits. Moreover, market fluctuations play a pivotal role in ensuring the stability and profitability of firms, with moderate fluctuations presenting opportunities for fresh enterprises to adapt, innovate and capitalize on evolving market conditions. These results offer valuable insights for effective management of fresh produce supply chains.