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Given the dominant share of India in global production of fruits and vegetables, this paper intends to analyze the export competitiveness of India and other major food exporters in the world trade. The purpose of this study is to examine export structure, substitutability and complementarity of selected fresh and processed fruits and vegetables of top ten food exporters for the period 2010-20.

Balassa’s (1965) revealed comparative advantage (RCA) index was used to measure RCA indices of selected fruits and vegetables under study. Also, revealed symmetric comparative advantage (RSCA) and normalized RCA (NRCA) indices have been calculated. Further, Spearman rank correlation coefficients were computed to analyze changes over the study period for India and other competing countries. The export data have been sourced from UN Comtrade, an electronic database of United Nations, as well as World Trade Statistical Review, a database of World Trade Organization. The analysis was undertaken at Harmonized System (HS) four-digit classification for the period 2010-20.

The results disclosed an improvement in India’s comparative advantage over the period of 2010-20 in HS 07 product category, whereas the advantage ceded to other competitive nations in HS 08 product category. Further, Spearman rank correlation coefficients revealed that India faces competition from countries like China, Indonesia, Brazil, Thailand, Argentina and European Union for HS 07 product category, while countries like Mexico, Indonesia, Brazil and Thailandare the major competitors of India in HS 08 product category.

The paper expands the existing agricultural trade literature in three ways. First, it is one of the very few studies that have analyzed RCA for Indian fresh and processed fruits and vegetables using three different types of indices, namely, Balassa’s RCA, RSCA and NRCA. Second, the authors provide a number of comparisons related to RCA for Indian fruits and vegetables with other top food exporters in the world for a period of 10 years (2010-20). Third, the authors contribute to agricultural trade literature by assessing the substitutability or complementarity of India in the export of fruits and vegetables with other competing nations by using Spearman rank correlation coefficients.

The warehouse receipt system (WRS) is critical for farmers because it addresses agricultural market inefficiencies, provides credit access, reduces postharvest losses and increases access to profitable markets. However, its use and implementation across the commodity value chain remain relatively limited in Sub-Saharan Africa, particularly among cash crop producers. This study examines cashew farmers' perceptions of WRS implementation and determinants of farmer participation.

A total of 153 cashew farmers from the Bono region of Ghana were sampled using a multistage sampling approach. Perception index analysis and Cragg's double hurdle model were used for the analysis.

The results revealed that farmers strongly perceived that WRS augmented credit and market access. In addition, farm size, household size, annual income, perception of collateral and higher selling price determined farmers' willingness to participate in WRS.

Despite the existence of other cashew farmers in Ghana, the study was limited to cashew farmers in Bono Region.

Despite the plethora of benefits of WRS, it is surprising that its implementation in the cashew subsector is geographically limited to East Africa. Thus, this study is the first to provide empirical evidence on the perception of WRS implementation and further examine farmers' willingness to participate in WRS in Ghana.

The peer review history for this article is available at: https://publons.com/publon/10.1108/IJSE-12-2023-0946.

The present study provides evidence on export advantages of horticultural commodities based on competitiveness, trade balance and seasonality dimensions.

The study delineated horticultural commodities in terms of comparative advantage, examined temporal shifts in export advantages (mapping) and estimated seasonality. Product mapping was carried out using the Revealed Symmetric Comparative Advantage (RSCA) and Trade Balance Index (TBI). Seasonal advantages were examined through a graphical approach along with the objective tests, namely, modified QS-test (QS), Friedman-test (FT) and using a seasonal dummy.

Cucumbers/gherkins, onions, preserved vegetables, fresh grapes, shelled cashew nuts, guavas, mangoes, and spices emerged as the most favorable horticultural products. India has a strong seasonal advantage in dried onions, cucumber/gherkins, shelled cashew nut, dried capsicum, coriander, cumin, and turmeric. The untapped potential in horticulture can be addressed by handling the trade barriers effectively, particularly the sanitary and phytosanitary issues, affecting the exports. Proper policies must be enacted to facilitate the investment in advanced agricultural technologies and logistics to ensure the desired quality and cost effectiveness.

Commodity-specific studies on value chain analysis would provide valuable insights into the issues hindering exports and realizing the untapped export potential.

There is no holistic and recent study illustrating the horticulture export advantages covering a large number of commodities in the Indian context. The study would be helpful to the stakeholders for drawing useful policy implications.

The internal (farmer-controlled) and external (non-farmer-controlled) factors affect crop yield. However, not a single study has identified and analyzed yield predictors in India using effective predictive models. Thus, this study aims to investigate how internal and external predictors impact pearl millet yield and Stover yield.

Descriptive analytics and artificial neural network are used to investigate the impact of predictors on pearl millet yield and Stover yield. From descriptive analytics, 473 valid responses were collected from semi-arid zone, and the predictors were categorized into internal and external factors. Multi-layer perceptron-neural network (MLP-NN) model was used in Statistical Package for the Social Sciences version 25 to model them.

The MLP-NN model reveals that rainfall has the highest normalized importance, followed by irrigation frequency, crop rotation frequency, fertilizers type and temperature. The model has an acceptable goodness of fit because the training and testing methods have average root mean square errors of 0.25 and 0.28, respectively. Also, the model has R² values of 0.863 and 0.704, respectively, for both pearl millet and Stover yield.

To the best of the authors’ knowledge, the current study is first of its kind related to impact of predictors of both internal and external factors on pearl millet yield and Stover yield.

The literature reveals that most studies have estimated crop yield using limited parameters and forecasting approaches. However, this research will examine the impact of various predictors such as internal and external of both yields. The outcomes of the study will help policymakers in developing strategies for stakeholders. The current work will improve pearl millet yield literature.

After working on the assignment questions, the learners can achieve the following learning outcomes: understand the buying behavior towards sustainable products in the context of mindful consumption and product characteristics, appraise the market segmentation and positioning strategy of a sustainable business, understand the application of 5C’s framework for a sustainable business and critically evaluate a new sustainable business’s challenges in the emerging business environment.

Dr Joe Fenn, founder and director of PFoods, with extensive experience in the pharma industry overseas, observed a decline in the consumption of traditional dairy foods. Alternative plant foods come as a savior to people who are lactose intolerant and offer a host of health benefits with low environmental impact. Riding on the waves of veganism and sustainable foods, he saw an opportunity in India. PFoods developed and launched two products, namely, Just Plants (plant-based milk alternative) and Plotein (plant-based protein alternative), in collaboration with scientists at the Indian Institute of Science, a premier scientific institution in India, and PMEDS (PreEmptive Meds), a US-based nutraceutical Company. PFoods launched and pilot-tested Just Plant, a dairy alternative substitute for milk in select reputed organizations in Bangalore. The upcoming challenges for Fenn would be to select the right segment, educate the market and position the product that would resonate well with the target customers.

The case study suits undergraduate and graduate courses such as marketing management, sustainable marketing and sustainable business. The case study can also be used in entrepreneurship management and entrepreneurial marketing courses to introduce the challenges of a sustainable startup. The case study highlights the marketing challenges faced by the disruptive and growing plant-based foods or alternative dairy industry in emerging markets.

Teaching notes are available for educators only.

CSS 8: Marketing.

Transitional periods are important for people, such as birth, marriage and death, are important times when ceremonial meals are prepared and served and certain practices are carried out. These periods and the practices constitute our gastronomic cultural heritage. In order to keep our cultural heritage alive and pass it on to future generations, existing values must first be identified and recorded. For this reason, in this study, gastronomic practices of Mentese's transitional periods were examined within the scope of intangible cultural heritage.

In this research, data was collected using ethnographic design, which is one of the qualitative research methods, and document analysis, interviews and focus group studies, as well as participant observation techniques and image/audio materials. The sample was determined using snowball sampling, convenience sampling and maximum diversity sampling methods. In the analysis of the data, themes and codes related to gastronomic practices in transitional periods were created and direct quotations were included with a descriptive approach.

It has been found that traditions are kept more alive in rural areas, while those living in the city centres no longer perform these practices dating back to the ancient times. Participants attribute the main reason for this to the fact that economic conditions are not favourable and that some traditional practices are “unnecessary” today. While wedding meals, which are the main part of the weddings, used to be made by women in the past, they are now mostly made by catering companies.

It was accepted that some of the participants started to give short answers as the duration of the interview increased and that the answers given were limited to what the participants could remember.

This study reveals special day meals and practices, rituals and traditions related to food within the scope of Mentese's culinary culture, which has a very deep-rooted history. In this regard, in addition to making an important contribution to the literature, the study also contributes to the articles about “recording and promoting the culture” mentioned in the Intangible Cultural Heritage convention.

This paper aimed to examine the impacts of agricultural services on welfare of rural farmers in Ghana.

Using data from 1431 rural maize farmers, we employ multinomial endogenous switching regression and multivalued inverse probability weighted regression adjustment to assess the impacts.

Results show that 19.8%, 9.7% and 3.42% of farmers adopted solely irrigation, extension and mechanization, respectively. Furthermore, utilizing a range of agricultural services significantly improves maize yields, gross income and per capita food consumption.

This study recommends strategies that target the adoption of combinations of agricultural services to enhance rural farmers’ welfare in Ghana and other developing countries.

While agricultural services are claimed to improve agricultural production and peasants’ welfare, their impacts are not studied exhaustively. This paper contributes by providing empirical evidence of the impacts of agricultural services on farmers’ welfare.

The peer review history for this article is available at: https://publons.com/publon/10.1108/IJSE-11-2022-0745.

Upon completion of this case study, students should be able to apply lessons learned in core readings, analysis and discussion to a specific case study dealing with a current, real-world situation, specifically: critically assess Livestock Wealth’s case facts and present and justify their point of view – based on attentive reading, critical analysis and engagement – about the company; use a range of strategic tools such as strengths, weaknesses, opportunities and threats analysis, PESTLE analysis and the Ansoff matrix to thoroughly evaluate Livestock Wealth’s internal and external business environment for developing strategic options for business growth and improvements to marketing strategy; use strategic thinking to develop a range of creative solutions to guide the company’s business growth and improvements to marketing strategy; and assess their own growth and development in terms of personal preparation and organisation, collaboration, critical thinking, decision-making skills, participation and problem-solving.

By February 2022, Ntuthuko Shezi, the founder and chief executive officer of Livestock Wealth, had turned his idea of “crowd farming”, which enables anyone to invest in living farm assets and earn a profit at harvest, into a full-fledged business that was creating wealth for both investors and farmers. Underpinning this case study is Shezi’s vision of an African continent where there is “no ground that is not planted with something of value”, local economies are created in those areas, communities are wealthy, there is abundance, there is money for children to attend school and ultimately where “cows (and agricultural produce in general) are seen as money”. Shezi had grown up in a rural area with grandparents who owned a couple of cows, realizing that the cows were the bedrock of the family’s finances. Describing his business, he says, “Cattle are like a walking bank, and we see ourselves as the bank of the future, where every person who owns a cow can access financial services through Livestock Wealth, just like it has always been in Africa.” This case study describes the two key decisions that Shezi needed to make – what direction to take in terms of business growth and how to improve his marketing strategy (with a limited budget) to attract sufficient investment into Livestock Wealth to make his dreams a reality.

This case study is suitable for use for a post-graduate diploma in business, master of business administration or master’s in management.

Teaching notes are available for educators only.

CSS 11: Strategy.