The Future of Vertical Coordination in High Value Agricultural Markets: Insights from Structured Panel Discussion

This study integrates perspectives from a structured panel discussion with industry experts and agritech entrepreneurs examining changing vertical coordination patterns in Kerala's spice sector. Insights from two spice technology companies and an agritech startup illustrate coordination evolution from small traders to technology driven enterprises addressing information asymmetries, fragmented markets, and weak aggregation. Coordination now operates through defined processes managed by professionals incorporating sustainability. The study assesses coordination efficiency via process and people evaluation, identifying future research themes. While blockchain, IoT monitoring, and AI-based quality assessment offer potential for improved traceability and market access, terminal markets remain unprepared for digital transformation. Farmers and primary traders require integration into data driven platforms for enhanced visibility and economic sustainability. Sustainable coordination necessitates hybrid governance structures combining technological innovation with institutional capacity building, strategic farmer aggregation, farmer-facing organisational models, and policy interventions addressing infrastructural deficits.