Innovative Strategies in Agricultural Marketing Towards Farmer Well being: Global Research Perspectives

Abstract

 Agricultural marketing plays a vital role in shaping the income and well being of farmers worldwide. Innovations in agriculture have produced higher quality, superior and highly nutritious agricultural products. However, these conditions are not balanced with the well being of local farmers and farm laborers. Limited capital, market access and conservative marketing strategies make farmers dependent on middlemen to market their agricultural products, of course at uncompetitive prices. This international proceeding aims to explore innovative marketing strategies for local agricultural products by increasing the efficiency of the value chain and utilizing technology and cooperation or collective economic negotiation to improve farmer well being, maintain food and nutritional security in order to support sustainable development. Referring to a database consisting of 200 articles in the Scopus database, this proceeding synthesizes the latest trends in agricultural marketing. The findings in this study focus on the opportunities and challenges faced by local farmers, especially in developing countries. A more inclusive and measurable marketing strategy is needed by involving digital tools, market policies and business models. It is hoped that this compilation can be followed up by policy makers and practitioners to support the concept of inclusive marketing strategies and make the agricultural system more resilient and empowered.