Frezhub: From farm to fork

Noor Fzlinda Fabeil and Khairul Hanim Pazim@Fadzim and Juliana Langgat and Norhayati Daut (2021) Frezhub: From farm to fork.

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This study reveals in order to avoid the dumping of farm produce and loss of regular market during the pandemic crisis, smallholder farmers demonstrate alternative distribution strategies to sustain their business, including distributing their produce through the local runner and marketing via social media. This alternative supply chain embraces the concept of the hub chain model, which provide insight into the conceptualisation of an integrated chain called FrezHub. The novelty of FrezHub is the use of ‘hub agent’ in the chain to replace multiple intermediaries and serve as ‘just-in-time hub’ between farmers and customers.

Item Type: Proceedings
Keyword: Smallholder farmers , Hub chain , Pandemic
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28-9999 Industries. Land use. Labor > HD9000-9999 Special industries and trades > HD9000-9495 Agricultural industries
Department: FACULTY > Faculty of Business, Economics and Accounting
Depositing User: DG MASNIAH AHMAD -
Date Deposited: 22 Apr 2022 16:22
Last Modified: 22 Apr 2022 16:22

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