This study examines the logistics and distribution channels operating in fruit and vegetable markets, with a focus on the interconnected processes and participants that facilitate the movement of fresh produce from farms to consumers. The research analyzes both traditional and modern marketing channels—such as wholesale markets, organized retail chains, and direct sales—highlighting the influence of logistical factors including transportation, storage, and inventory management on efficiency and product quality. Using descriptive and empirical research methods, the study maps the flow of goods across key supply chain actors, including producers, producer organizations, market intermediaries, and retailers. The findings reveal that modern retail supply chains increasingly favor direct procurement from producers, bypassing certain traditional intermediaries to enhance coordination, reduce post-harvest losses, and improve overall efficiency. However, wholesale markets continue to play a vital role, particularly in regions where transportation volumes are fragmented and quality control remains challenging. Overall, the study underscores the importance of coordinated logistics systems, technological integration, and adaptive distribution models in response to evolving consumer demand. These strategies are essential for minimizing waste and maximizing efficiency in fruit and vegetable supply chains.
Sanika Subhash Vanaye (Sat,) studied this question.