low farm income
of vegetable farmer

unequal price formulation process

price
fluctuation

postharvest loss / quality deterioration

traditional mode of marketing

non transparent private treaty

farmers are price taker

no uniform quality standard

quality is not well reflected to the price

Demand-supply mismatch

limited storage / processing

limited crop programming

limited market information access

improper PH handling
"farm to collection point"

improper PH handling
"collection point to market"

improper PH handling
"at market"

improper PH handling
"local market to city market"

lack of traceability

limited application of quality standard

limited control on seasonality

consumer prioritize lower price than quality

consumer prioritize lower price than quality

traditional mode pf PH handling

price negotiation result is
not shared among farmer