Marketing capability of farmers’ in agribusiness: a link between supply chain management components and performance

Agri-food supply chain comprises of the network of activities from harvesting to the end consumer. In this present work, authors aims to improve performance and to link farmers with the supply chain by building their marketing capability using three major supply chain components in Agri-fresh produce supply chain. Based on the literature review authors found that attempt made to link farmers with Agri-fresh produce supply chain is less with the objective to improve overall performance. Supply chain components considered for this research work are supply chain integration, quality management practices and supply chain concerns. These three components are highly contributes to improve performance and to develop marketing capability of farmers. Finally based on the literature review authors propose a conceptual framework.