Lowe and Preckel [19] characterize the agri-food supply chain as the ones with the long lead
times and misalignment and uncertainty between their demand and supply. Achchuthan and
Kajananthan [20] in a study of value chain of paddy sector in Sri Lanka describes the strengths,
weaknesses, opportunities and threats among the various supply chain and marketing players in
this sector and explores various challenges to overcome to make Sri Lanka a better place for
paddy production and distribution. Simatupang and Timmer [21] describe the rice production, its
growth and challenges and suggest the improvements in their study of Indonesian rice production.
Wiboonpongse and Sriboonchitta [22] describe about various traditional and modern rice
production, distribution and retailing structures and its players in Thailand, while exploring the
supply chain, distribution and marketing strategies.