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 8
Prof. Jaiveer Tyagi is an academician, media practitioner, and digital content strategist serving as an Assistant Professor in the Doon School of Modern Media, DBS Global University, Dehradun, Uttarakhand. A UGC-NET-qualified educator and doctoral research scholar, he combines academic experience with more than six years of professional exposure in broadcasting and digital media. His expertise includes programme production, video anchoring, voice-over, non-linear editing, audio production, journalism, digital storytelling, and media education.
As the author of Chapter 8, “Digital Media as a Catalyst in Farm to Fruit Value Chains,” in Farm to Fruit: Principles & Practices, Prof. Tyagi examines how digital communication technologies strengthen agricultural knowledge-sharing, market connectivity, and stakeholder participation. The chapter discusses digital information streams, farmer–market linkages, knowledge-dissemination platforms, production-stage applications, post-harvest communication, logistics tools, digital marketing, and retail interfaces. It also highlights social media-based peer learning, digital skill-development platforms, and the inclusion of small and marginal fruit growers. The chapter presents digital media as a powerful mechanism for improving awareness, transparency, market access, collaboration, and farmer empowerment across modern fruit value chains.
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