Green logistics for fresh produce farming: Barrier analysis and opportunity mapping for retail markets

Achieving sustainability in logistics operations is increasingly pivotal for small-scale farmers and business entrepreneurs, particularly in fresh produce markets where efficient supply chain management is crucial. This paper addresses the pressing need to enhance operational and environmental efficiency across logistics processes, including transportation optimization, waste reduction, effective routing, capacity utilization, fleet management, and environmental impact mitigation. The study examines the profound implications of these factors on food quality, spoilage rates, and overall operational sustainability for small-scale farmers from a technology adoption perspective. By highlighting the procedural challenges faced by producers, transporters, and retailers throughout the logistics cycle, this research underscores the necessity for low-cost, customizable technical solutions. These solutions empower stakeholders to adopt sustainable practices, thereby minimizing en-route food waste and operational losses. Ultimately, the paper reviews key sustainability challenges within the small to medium logistics industry and proposes actionable strategies to foster sustainable development across the daily logistics cycle.