From Farm to Global Markets: Enhancing Rural Livelihoods Through Sustainable Superfood Supply Chains

ABSTRACT

This research examines the cultivation and distribution business strategies of rural superfoods aimed at sustainable development. Superfoods have the potential to sustainably improve rural livelihoods, promote healthy consumption and enable integration into global markets as health consciousness rises. Accordingly, the study has explored the Sustainable Business Development Factors (SBDFs) that could contribute to the attainment of the Sustainable Development Goals (SDGs) including poverty alleviation (SDG 1), health awareness and sustainable wellness (SDG 3), business modernization and structural development (SDG 9), sustainable harvesting and dietary habits (SDG 12) and collaboration for collective success (SDG 17). The research uses Fuzzy Analytical Hierarchy Process (FAHP), Pareto analysis, and Fuzzy DEMATEL to identify, rank and analyse causal relationships among the SBDFs. Analysis shows that social motivation, sustainability‐driven behaviours and government support lead to success. The prominent causal SBDFs identified were local and regional food systems, rural development and infrastructure, information governance and digital infrastructure and institutional support and capacity building. They influence social responsibility and ethical standards, supply chain transparency and traceability, sustainable packaging and transportation, health and safety standards and carbon footprint reduction. This analysis enables superfoods to integrate environmental, social and governance (ESG) sustainability, providing smallholders with actionable knowledge to develop sustainable, digitally enabled business models.