Abstract:
Vegetable farmers have been facing the problem of selling their harvest for reasonable prices and
recovering the cost Market information asymmetry and differences in supply and demand have resulted in
such a situation. The objective of this study is to introduce a business model that will minimize the
information asymmetry in the farmer community and plan the production so that ii aligns with the
demand. The mechanism introduced is based on the information technology that can benefit the farmers
in different ways. The study is based on the Dumbulla Dedicated Economic Center that is the country's
main hub foe vegetable distribution. Comprehensive analysis on the activities of the market and ways of
disseminating market information to farmer community were carried out. Although there had been an IT
solution for disseminating market price information, this solution has failed to meet its objectives. The
farmers and the traders were interviewed and their feedbacks were taken to consideration for the new
solution.//
The main region for the problem of vegetable marketing is the difference in demand and supply, which is
a result of poor crop planning. Apart from this factor, intermediate lake a considerable margin from the
total cost of the supply chain. The new business model consul* of a market price information
disseminating system, web portal. Farmer Database which enable crop planning and serve as a platform
for forward sales contract. All the above components can be integrated and viewed as. one single business
model. The availability of price information enables farmer to sell their produce at market price instead
of selling for low prices, and also a proper crop planning mechanism to prevent the imbalance in demand
and supply.
