COMMERCIAL URBAN AGRICULTURE BUSINESS MODEL STRATEGIES: CITY PROXIMITY AND THE CHOICE OF VALUE PROPOSITIONS

Urban Farm DB summary

This research analyzed commercial urban agriculture (CUA) models in Malaysia using the Business Model Canvas to understand their sustainability. The study found that Malaysian CUA primarily employs low-cost specialization, differentiation, and diversification strategies, including organic branding and targeting upscale consumers. Urban farms also diversify revenue through educational programs, food experiences, and leisure activities. A direct link was established between a farm's geographic location (urban vs. peri-urban) and its value proposition strategy, indicating the importance of spatial planning for CUA success.