Consumers

Consumers of local agricultural and food products.

Consumers are a driving force in the value chain, with increasing demand for local, organic, and sustainable food products. However, price sensitivity remains a barrier, as locally produced goods tend to be more expensive than imports. Consumer education campaigns to highlight the benefits of supporting local agriculture and improving the distribution networks for local food products could help drive demand.

Associated Challenges:

Limited Cold Chain Capacity

Inadequate cold storage and distribution infrastructure for perishables (especially fruits and vegetables) result in post-harvest loss, lower quality produce, and missed opportunities in high-value markets.