Digital integration to enhance market efficiency and inclusion of smallholder farmers: a proposed model for fresh fruit and vegetable supply chainSNedumaranauthorASelvarajauthorRNandiauthorBSuchiradiptaauthorPJyosthnaaauthorDBoseauthorHigh-value agriculture in India is witnessing a transformation, specifically in fresh fruits and vegetables (FFV). Supply chain stakeholders, mainly small and marginal farmers, receive a very minimal share in consumer rupee due to market uncertainty, high post-harvest losses, information asymmetry, lack of processing facilities and the erratic demand-supply situation. The current study draws from an extensive review to propose a competitive, inclusive, sustainable and scalable supply chain model of primary processing centers connecting farmers directly and efficiently with consumers. The proposed model will connect producers with the rest of the supply chain and streamline the supply chain process to reduce post-harvest losses as much as possible. The integration of a market information system will ensure transparency to help in better decision-making, reduced intermediaries and information asymmetry for producers, as well as the systematic disposal of the produce. The model will increase the efficiency of the FFV supply chain and has practical implications for agribusiness management and policymakers in relation to FFV supply chain development in India.Smallholder FarmersVegetable and Field cropsAgricultural MarketingAgriculture-Farming, Production, Technology, Economics2020WAGENINGEN ACADEMIC PUBLISHERSArticle