Dovleac (2016), explained that in order to minimize the lead time from farm to the shelf and

increase the shelf life of fresh food, there should be an efficient warehouse management, order
management and transportation management, risk management and streamlining of the supply
chain, which can assure farmers of their profits and hence increase their willingness to produce
organic products.

Makadia and Patel (2014) in their study titled, “Prospects, status and marketing of organic
products in India-A Review” stated that despite of the increasing demand for organic products in
the local areas, it is still concentrated in the developed and most affluent countries, which is
certainly hampering the growth of the organic farming growth. As a result, first and foremost, the
domestic market has to grow for success of the organic movement in India.