Urban Farming Business Model: A Comparative Study between South Jakarta-Indonesia and Istanbul-Turkey

Abstract The differences between food production centers in the countryside and the conditions prevalent in urban areas have motivated urban communities to devise agricultural models specifically tailored to the urban environment. This research aims to identify the strategies that adapt competitively in the urban business environment and analyse the efficacy of the Business Model Canvas to determine the performance of urban farming businesses from an economic and social perspective. This study investigates the condition of urban farming in the metropolitan cities of Indonesia and Turkey. This study employs a qualitative research technique design utilising a case study technique. The analytical technique utilised is the Business Model Canvas. Observations were conducted on 52 farmers and farm traders selected through purposive sampling, specifically targeting individuals with a commercial focus rather than those pursuing farming as a hobby. This study focuses on urban farming views in the City of South Jakarta and Istanbul. The research employs a literature review method utilising Michael E. Porter’s competitive advantage approach. The research was conducted by observing, conducting FGDs, interviews, and reviewing documents. This study focuses on individuals and institutions involved in urban farming using a commercial or profit-oriented approach. The study utilized purposive sampling to select farms cultivating vegetables and food. The results reveal three urban farming strategies in South Jakarta and Istanbul: low-cost specialisation, differentiation, and diversification. The low-cost specialised business model is prevalent in South Jakarta City and Istanbul.