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Fresh Berry Supply Chain Dynamics and Postharvest Losses of Jamun (Syzygium cumini L. Skeels.) in Central and Southern Punjab, Pakistan
Abstract
Jamun (Syzygium cumini (L.) Skeels) is a nutritious but highly perishable fruit whose commercialization in Pakistan is constrained by fragmented marketing arrangements and rapid postharvest deterioration. This study mapped the structure and governance of fresh jamun supply chains and documented the principal types and points of postharvest loss in Central and Southern Punjab. Data were collected through semi-structured interviews with 225 value-chain stakeholders, comprising growers, pre-harvest contractors, commission agents, wholesalers, retailers and consumers in Bahawalpur, Multan and Faisalabad (including Samundri). Three commercial plantations and selected consignments were also followed from harvest through wholesale, retail and consumer stages. Descriptive statistics and thematic content analysis identified three coexisting channels: traditional, modern and export. The traditional chain handled the largest volume and served consumers across income groups, but it was relatively long, fragmented and characterized by weak information exchange and spot-market coordination. Modern chains handled smaller volumes of better-graded fruit for supermarkets and specialized outlets, whereas export chains supplied limited quantities of high-quality fruit in smaller, branded packages. Visible losses began at harvest and continued throughout distribution. Fruit cracking and excessive softening were prominent during harvesting and packing, while bruising, softening, shrivelling and insect damage reduced quality during transport and marketing. The study shows that jamun-sector upgrading requires extension support that combines improved harvesting, field sorting, protective packaging, rapid transport and low-cost temperature management with stronger market information, grading standards and collaboration among growers and buyers. These interventions could reduce avoidable quality loss and improve returns across the chain.
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DOI: 10.33687/ijae.013.03.4832
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