With growing population and urbanisation in Bangladesh over the decades, the country is faced with the challenge of supplying foods to various destinations without much distortion in prices. In this digital age, it is important to make market information, data and intelligence available to all stakeholders so that no one loses and there is no wastage of foods, especially perishable ones.
The food supply chain that has evolved in Bangladesh is a complex network of rural farmers, sharecroppers, fishermen, poultry growers, small traders, wholesalers and urban retailers engaged in supplying both grains and fresh produce, including vegetables, fish and poultry products, from the farm gates to city markets. Despite their interdependence and the improvement in road and virtual networks, communication among them remains weak, which often leads to food waste, loss of profits and tensions in the market.
Lack of a proper communication channel or lack of effective utilisation of technology for taking advantage of such communication channel leads to inefficiency in the market operation and thus losses to the relevant market players. So, it is imperative to establish a strong communication channel for serving the interests of producers, traders and consumers.
In fact, as proven in many places around the world, a powerful communication channel can change the market dynamics and ensure that proper information is shared at the right time so that it can benefit the entire food supply chain management. Such communication among the stakeholders is critical to ensuring transparency, efficiency, and decreasing vulnerabilities.
Experience shows a robust communication channel can enable small holders, poultry growers, fishermen, traders and retailers to conveniently respond to market demand, logistical challenges, and weather conditions without creating a supply glut or deficiency.
Digital communication channels, such as instant messaging platforms, with accessible communication and high-definition video calls, have the potential to streamline the food supply chain by fostering real-time interactions and market visibility. As crop producers, fishermen and poultry farmers handle perishable produce, accurate and timely updates are critical for them, especially regarding transportation, market prices, and market demands.
If a farmer is timely informed about a particular crop or produce to be on demand, then s/he can adjust the prices or supply the specific produce accordingly. Thus, with the help of instant messaging platforms, they can easily and visually connect with wholesalers and retailers, a process that can improve communication efficiency throughout the entire supply chain.
Several companies have already taken initiatives to introduce modern technology to provide farmers with real-time updates about market prices, weather forecasts, and crop management advice. Such initiatives are positively impacting the food supply chain management system. According to reports from the Food and Agriculture Organisation, farmers have increased their crop yields by 10鈥�15 per cent by using mobile applications. These apps have been helping them to avert numerous problems that they previously tackled.
Leveraging instant messaging platforms can ensure timely communication among the farming community and traders and avert multiple problems throughout the supply chain.
With instant messaging applications, farmers, poultry growers and fishermen can conveniently talk with traders 鈥� small ones, whilesalers and retailers鈥攖hrough high-definition video and show them fresh produce, something that they couldn鈥檛 do with traditional audio calls. Sharing high-definition videos and images ensures transparency and develops more confidence among buyers and sellers.
The cost of communication also decreases with digital communication channels, especially for farm producers living in remote areas.
The efficiency of the food supply chain in the country can make or break a business; hence, it is crucial to have a strong communication channel. As rural producers and city retailers are deeply interconnected in the supply chain, real-time and transparent communication among the stakeholders can decrease delays, reduce food wastage, and increase profitability.
Digital communication here can play an essential part in strengthening communication among the stakeholders and increasing efficiency throughout the food supply chain management system in the coming days.
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Sinhaj Noor is a communications professional.
