Investigating the Food Supply Chain Issues and Marketing Strategies of Milk Meat and Vegetables in Peri-Urban area of Jhang Pakistan

Peri-urban areas are situated at the urban margin. The mass migration of people from rural to urban areas makes a high saturation due to industrialization. Hence, there is immense requirement of food commodities like meat, milk and highly perishable vegetables and fruits for feeding the multiplying population. Livestock productions of Peri urban areas fulfill the needs and demands of urban areas but at the same time effect and pollute the environment. Livestock sector of Peri urban areas is not well established due to lack of resources, recommendations and policies. Hence population pressure is increasing day by day in Peri-urban areas resulting in unbalance utilization of available opportunities. In this regard, present research was conducted with main emphasis to explore food supply chain in Peri-urban areas. The study was conducted in the selected Peri-urban areas of Jhang city (Punjab, Pakistan) with total sample size of 120 respondents. Both qualitative and quantitative data analysis techniques were used and findings revealed numerous problems related with Peri-urban food supply chain in study area along with immense potential of existing opportunities. Price fluctuation, low income, low land holding capacity, use of low standard food and unhygienic food are the major problems of study area. Price fluctuation was affecting living standard of Peri urban dweller and their economic condition. Price fluctuation was affecting economy and food quality also. The food was available in fewer prices but the quality of food was not up to standard.