A COMPREHENSIVE REVIEW ON: “INNOVATION IN POST HARVEST HANDLING AND MARKETING OF ORGANIC FRUIT: A GLOBAL PERSPECTIVE

ABSTRACT The rising demand for organic fruits is driven by health, safety, and sustainability concerns, but post-harvest handling faces challenges due to chemical restrictions, certification requirements, and weak supply chains. Innovations such as controlled atmosphere storage, edible coatings, biological agents, essential oils, cooling systems, intelligent packaging, and digital traceability improve quality and trust. Marketing strategies like branding, e-commerce, and value addition, along with supportive policies, enhance market opportunities. However, high costs, limited awareness, and market fluctuations remain obstacles. Future progress depends on affordable technologies, consumer education, interdisciplinary approaches, and global cooperation for sustainable growth.