Measuring post-harvest losses in tomatoes and onions

Industry overview

What is shaping horticulture

Horticulture spans fruit, vegetables, flowers and plantation crops, with fast-moving prices and a high risk of post-harvest loss. Growers sell through mandis, traders and increasingly direct-to-buyer channels.

Prices swing daily in mandi markets
Post-harvest handling decides how much produce reaches buyers
Organised retail and exporters set new quality standards

Client background

A research institute, working in Maharashtra, Karnataka & Madhya Pradesh. Client identity is withheld to protect confidentiality.

Organisation: A research institute
Sector: Horticulture
Team engaged: Market Research
Services: Government research, Quantitative research, Data processing & analytics

Client challenge

Loss estimates for perishable crops varied widely between reports. The institute needed field evidence on where and why losses occurred, to guide storage and processing policy.

Research objectives

Deliver on the brief: measuring post-harvest losses in tomatoes and onions.
Understand the views, needs and behaviour of farmers.
Understand the views, needs and behaviour of traders.
Measure how widespread each pattern is, and explain the reasons behind it.
Give the client evidence it can act on within 10 weeks.

Target audience

The work focused on 1,500 farmers and 300 traders.

farmers1,500
traders300

Audiences we typically reach in horticulture

Growers and orchard ownersCommission agents and tradersNurseriesFresh-produce retailersExporters and packhouses

Geographic coverage

Coverage: Maharashtra, Karnataka & Madhya Pradesh. Market: India.

India

Research methodology

A mixed-method design: structured research measured how widespread each pattern was, and qualitative conversations explained why.

1Brief
2Farmer survey
3Trader survey
4Storage observation
5Insight

We surveyed farmers and traders on harvesting, grading, storage, transport and sales, and observed storage conditions on a sample of farms. Losses were recorded at each stage using consistent definitions.

Government researchQuantitative researchData processing & analytics

Sampling strategy

farmers: 1,500
traders: 300

Business respondents were screened on role, company size and involvement in the decision before being invited.
Respondents were selected across Maharashtra, Karnataka & Madhya Pradesh using quotas set in advance for each location and respondent type, so no single area or group dominated.
Qualitative participants were recruited purposively to cover the full range of experiences that mattered, rather than for statistical representation.

Data collection

Brief & design Sampling & set-up Fieldwork Analysis Reporting Indicative split of the 10-week timeline.

Trained local-language interviewers conducted interviews in person, supervised in the field.
Interviews and discussions were led by experienced moderators using a guide agreed with the client.
Auditors and mystery shoppers followed a standard checklist, recording evidence at each visit.

Data quality & validation

Back-checks on a share of completed interviews
Time and location checks on field interviews
Supervisor accompaniment in the field
Recordings and transcripts for every session
Re-screening of qualitative recruits
Photo or document evidence for audit points
Second-reviewer checks on scores
Logic and range checks on the final data
Work carried out under our ISO 20252 quality procedures

Data analysis

Cross-tabulation by key groups and locations
Significance testing on the differences that mattered
Thematic coding of interviews and discussions
Journey and decision mapping
Interactive dashboard for ongoing tracking

Key findings

Onion losses were concentrated in on-farm storage, while tomato losses peaked in transport and handling.

Consistent definitions of “loss” across stages made the results comparable and credible.

Recommendations

Build on the core insight: consistent definitions of “loss” across stages made the results comparable and credible.
Share the findings with the teams closest to customers so they can act quickly.

Business impact

The institute’s recommendations differed by crop instead of proposing one solution for all.