STRATEGIC SUPPLY CHAIN INNOVATION IN URBAN AGRICULTURE INSIGHT FROM EXOTIC FRUITS AND VEGETABLE SECTOR

Abstract

This study evaluates supply chain efficiency, sustainability practices, technological integration, and rejection and redistribution procedure. The main goals were to assess supply chain management, sustainability, technology, and firm waste management strategy. A quantitative approach was adopted, randomly stratifying 100 stakeholders consumers, suppliers, farm operators, distribution partners, etc.,using structured questionnaires, with descriptive statistics applied to assess key area performance. This research identify purposively selected agribusiness enterprise committed to supply chain performance and has moderate to high efficacy in timely delivery management, real-time monitoring tools, and order processing IT platforms. Sustainability is improved through biodegradable packaging and local and seasonal sourcing. Integration of technologies innovation, including transparency mechanisms and smart packaging, is significant, but blockchain adoption still not widely adopted in practice. Effective rejection and redistribution processes reduce waste, divert surplus to productive channels, and directly support the company’s zero-waste objectives. Selected agribusiness enterprise demonstrates that supply chain excellence and environmental responsibility are mutually reinforcing: its biodegradable packaging, in-house waste management systems, and selective use of emerging technologies collectively enhance