TREND BARU RANTAI PASOKAN BUAH SEGAR, APA SESUAI UNTUK INDONESIA?

Abstract

Nowadays Indonesian consumers prioritize freshness and quality when buying fresh fruit. Within 2015-2018, vegetable and fresh fruit consumption increased by 27.6% and 33.75%. The demand will continuously increase along with the development of urbanization and a healthy lifestyle. Unfortunately, domestic Agri-chains are unable to supply the market demand and consumers' preferences. Domestic Agri-Chain complexity and its challenges in terms of low productivity, financing, structure, and farmers' welfare, affect the ability to fulfill both demand and market preferences. Previous studies mostly focus on Indonesian consumers' intention toward fresh fruit and reducing post-harvest losses using the Value Chain model. Recent developments in fresh-produced supply chains in other countries aim to improve supply chain effectiveness, efficiency, and product freshness levels. Therefore, this study maps out the development of new models or approaches in other countries that conform to Indonesia's issue and satisfy consumer preferences, it can be extended to quantitative research about the short supply chain in Indonesia in the future. The study used descriptive analysis to map new trends suitable to domestic. It was found that an emerging strategy or model, a Short Supply Chain for fresh products, and a collaboration-coordination contract based on fresh preservation cost-sharing conform to domestic Agri-Chain issues and consumer preferences.