Value Stream Analysis of Fresh-Cut Vegetables in Bangladesh

  • Shakila Salam Institute of Agribusiness and Development Studies, Bangladesh Agricultural University, Bangladesh
  • Mousumi Saha Institute of Agribusiness and Development Studies, Bangladesh Agricultural University, Bangladesh
  • Mahmuda Nasrin Department of Agricultural Economics, Bangladesh Agricultural University, Bangladesh
Keywords: fresh-cut vegetables, value chain; supermarket, SWOT analysis, Bangladesh


Fresh-cut vegetable is a value added product and its demand shows remarkable growth tendency in Bangladesh. The study specifically examined the roles of value chain actors, value addition through marketing system and evaluating prospects of fresh-cut vegetables. Data obtained from a total of 103 vegetable customers (from Dhaka city), 10 outlet managers of SHWAPNO supermarket (from Dhaka city), 20 vegetable growers and 35 marketing intermediaries by using purposive sampling technique. Among available fresh-cut vegetables, 5 vegetables named taro root, amaranth stem, taro root stem, green pea and bean seed are considered in this study. Using marketing margin and value added models; the results indicate that each actor along the value chain starting from farmer to retailer (supermarket) added a significant amount of value. Processor and supermarket added highest value among all selected fresh-cut vegetables’ value chain actors. There is enough scope to develop specific channel for fresh-cut vegetable marketing. Moreover, the evaluation results of SWOT analysis accurately reflected the fresh-cut vegetable market situation which made it possible to assess the potentiality and identify strategies for development of this market in Bangladesh.


Agriculture and Agri-Food Canada (AAFC) (2004). Value-added agriculture in Canada. Report of the standing senate committee on agriculture and forestry 2004, Agriculture and Agri-Food, Canada.
Ahmed, N. (2018). An insight into the retail industry: A case on Bangladesh. Internship Report. BRAC Business School, BRAC University.
Brecht, J. K., Salveit, M. E., Talcott, S. T., Schneider, K. R., Felkey, K., & Bartz, J. A. (2004). Fresh-cut vegetables and fruits. In Jules Janick (ed.), Horticultural Reviews (pp. 185-251). John Wiley & Sons Publisher, Inc., 30.
Da Costa, M. C., Deliza, R., Rosenthal, A., Hedderley, D., & Frewer, L. (2000). Non-conventional technologies and impact on consumer behavior. Trends in Food Science and Technology, 11, 188–193.
Food and Agriculture Organization (FAO). (2010). Processing of fresh-cut tropical fruits and vegetables: A technical guide. Rap Publications.
Hussain, S. S., & Leishman, D. (2013). The Food Retail Sector in Bangladesh. Global Agricultural Information Network Report, No.BG3014. USDA Foreign Agricultural Service.
Jamaluddin, S. (2017). Vegetable farmers not getting fair price. The Financial Express. Retrieved from
Karim, R., & Biswas, J. (2016). Value Stream Analysis of Vegetable Supply Chain in Bangladesh: A Case Study. International Journal of Managing Value and Supply Chains, 7(2), 41-60.
Khan, N. H. (2020). Eat vegetables, save farmers!: Reflections of a rapid assessment. The Daily Star. Retrieved from
Nouri, J., Karbassi, A. R., & Mirkia, S. (2008). Environmental management of coastal regions in the Caspian Sea. Int. J. Environ. Sci. Tech., 5(1), 43-52.
Ommani, A. R. (2011). Strengths, weaknesses, opportunities and threats (SWOT) analysis for farming system businesses management: Case of wheat farmers of Shadervan District, Shoushtar Township, Iran. African Journal of Business Management, 5(22), 9448-9454.
Owen, Kate M., Griffith, G. R., & Wright, V. E. (2002). One little Lebanese cucumber is not going to break the bank: Price in the choice of fresh fruits and vegetables. Australian Journal of Agricultural and Resource Economics, 46(2), 209-231.
Qadri, O. S., Yousuf, B., & Srivastava, A. K. (2015). Fresh-cut fruits and vegetables: Critical factors influencing microbiology and novel approaches to prevent microbial risks—A review. Cogent Food & Agriculture, 1, 1121606.
Rabobank. (2010). European trends in fresh-cut pre-packed produce. European trends in fresh-cut pre-packed produce, 1-110.
Reddy, G. P., Murthy, M. R. K., & Meena, P. C. (2010). Value Chains and Retailing of Fresh Vegetables and Fruits, Andhra Pradesh. Agricultural Economics Research Review, 23, 455-460.
Salam, S., Afrin, S., & Saha, M. (2020). Fresh-Cut Vegetable at Supermarkets in Bangladesh: Focus on Customer Perception and Factors Influencing Purchasing Decision. Asian Journal of Economics, Business and Accounting, 15(3), 26-34.
Sa-nguanpuag, K., Kanlayanarat, S., & Tanprasert, K. (2007). Trends of fresh-cut produce in Thai retail markets for identification of packaging for shredded green papaya. Acta-Horticulturae, 746, 481-483.
Sonti, S. (2003). Consumer perception and application of edible coatings on fresh-cut fruits and vegetables. Louisiana State University and Agricultural and Mechanical College, LSU Master’s Thesis 222S.
USDA (2008). SWOT analysis a tool for making better business decisions. United States Department of Agriculture Risk Management Agency.
Wiryawan, F. S., Marimin, & Djatna, T. (2020). Value chain and sustainability analysis of fresh-cut vegetable: A case study at SSS Co. Journal of Cleaner Production, 260.