Improving Strawberry Production and Marketing Strategies: Leveraging Technology and Innovation

Despite the integration of traditional agricultural techniques and modern marketing strategies, the challenges farmers face in our country have intensified. This study mainly focuses on farmers' challenges while marketing and using technology in agriculture. The methods farmers adopt to grow strawberries and the issues they deal with in the market while selling are highlighted in this study. For this study 40 strawberry farmers were selected through a purposive sampling technique. Most strawberry growers acknowledged that their crop offers better financial returns than other fruit crops. The prices fetched in the market are high, and demand is rising every season. This study looks at how new technologies, such as temperature sensors, automated spraying, seedling growth, preparation of the soil, pest control, and harvesting, as well as, planting spacing, timely maintenance, and other practices, can boost strawberry yield, enhance flavor, and ensure profits. Only a few strawberry farmers are conscious of digital commerce's future potential. Online sellers experience multiple challenges in using internet selling possibilities. The challenges warehouses face includes a shortage of storage facilities, inadequate minimum support prices, low demand in the local market, high packaging costs, and insufficient knowledge about computer systems. Additionally, farmers encounter significant obstacles due to changing seasons, crop availability, and other related factors like shortage of labor shortage. Strawberry growers should understand the latest technologies to better their income and living conditions. This research aims to understand strawberry growers how can overcome these challenges and leverage new possibilities in the market of strawberry farming.