Farm to Fruit: Principles & Practices is an interdisciplinary academic book that presents agriculture as a connected system involving production, food science, vegetable science, processing, consumers, markets, finance, taxation, media, financial inclusion, and sustainable development. The book brings together contributions from ten professors belonging to different academic fields, with each chapter examining agriculture through the author’s area of specialization while remaining aligned with the central theme.
The book is edited by Dr. Raghvendra Singh and Dr. Ashish Srivastava, both associated with the Faculty of Agriculture and Allied Industries, Rama University. Their academic leadership provides the book with a strong agricultural foundation while encouraging multidisciplinary discussion and practical relevance.
The chapters explore scientific agricultural practices alongside value-chain development, circular economy, agricultural marketing, rural finance, accounting, taxation, consumer perspectives, and communication. This structure helps readers understand agriculture not only as a production activity but also as an economic, commercial, social, and institutional ecosystem.
Published by Govin Publication, the book is suitable for students, researchers, academicians, agricultural professionals, policymakers, entrepreneurs, and readers from agriculture, management, commerce, finance, food science, and allied disciplines.
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Chapter 6
Prof. Harshit Agarwal is an academician, researcher, and marketing educator serving as a Professor of Marketing and Management at DBS Global University, Dehradun, Uttarakhand, India. His academic expertise includes Marketing Management, Consumer Behaviour, Brand Strategy, International Business, and contemporary digital marketing practices. His research-oriented and application-based approach enables him to examine how information, technology, branding, and consumer perceptions influence trust and decision-making in modern markets.
As the author of Chapter 6, “Consumer Trust, Traceability, and Certification in Fruit Value Chains,” in Farm to Fruit: Principles & Practices, Prof. Agarwal examines the mechanisms through which fruit producers, suppliers, retailers, and regulators can strengthen consumer confidence. The chapter discusses information transparency, branding, labelling, product quality, and technology-enabled traceability systems using blockchain, IoT, and RFID. It also explains the importance of certification standards such as FSSAI, AGMARK, and GlobalGAP, along with third-party audits and regulatory compliance. The chapter further explores digital certification, smart labels, government incentives, consumer-awareness programmes, and practical challenges faced by farmers and exporters in building transparent, reliable, and competitive fruit value chains.
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