Strategic mix priorities as drivers of agripreneurial performance: Evidence from smallholder organic vegetable farmers in Tamil Nadu State of India

The adoption of organic farming practices by small­holder vegetable farmers is gaining wide importance in emerging economies such as India. Though information is available on the adoption practices, attitudes, and other characteristics of farmers, a detailed analysis of the various elements of the strategic mix, as drivers of the performance of smallholder organic vegetable farmers is lacking. This study aims to address the issue by collecting primary data from 271 organic vegetable growers, covering 16 districts in Tamil Nadu, India. The effects of four important strategic priorities—cost reduction, networking, quality differentiation, and supply chain management—in driving farm per­formance were investigated. The results revealed that quality differentiation, supply chain manage­ment, and networking are significant and have a positive impact, whereas cost reduction as a strate­gy does not have any significant effect on the performance of smallholder organic vegetable farmers. Additional analysis also unravels insights about the relative importance of each of the strategic items. The findings from this study have significance for stakeholders such as agricultural extension workers, NGOs and farmer producer organizations (FPOs), and other policymakers who are involved in promoting supportive policies and for popularizing organic farming practices. The results also enrich the existing literature on the successful adoption of organic farming practices in economies like India, where organic farming is growing but has yet to reach its full potential.