Assessing Postharvest Handling and Consumer Willingness to Pay for Carrots in Tawangmangu

Abstract

Background: Suboptimal postharvest handling at an upstream level remains an important challenge in maintaining the quality and economic value of horticultural products before reaching final markets. In traditional supply chains, limited logistical infrastructure, non-standardized handling, and subjective grading practices may increase vulnerability to quality deterioration.
Purpose: This study aims to assess postharvest handling practices and potential points of quality deterioration along the carrot supply chain, as well as consumer quality perceptions and stated willingness to pay (WTP) for improved physical quality in the study area. The study was limited to selected supply-chain actors and consumers in that area.
Design/methodology/approach: An exploratory descriptive survey was conducted in Blumbang Village, Tawangmangu District, Karanganyar Regency, from July to August 2026. Thirty respondents were purposively selected, comprising 10 farmers, 10 collectors, and 10 consumers. Data was collected through questionnaires, interviews, and field observations and analyzed using frequencies and percentages.
Findings/Results: Potential postharvest vulnerabilities were identified during mechanical washing, transportation, and storage. Mechanical washing with rotary washers and the use of flexible mesh-bag packaging were potential concerns for physical protection. Descriptive results showed that 60.0% of consumers preferred very clean carrots, while 50.0% reported that they would reject carrots with visible physical defects. During household storage, 60.0% reported softening or wilting and 30.0% reported slimy decay. Regarding willingness to pay, 60.0% of consumers stated that they were willing to pay an additional IDR 500–1,000/kg for carrots with better physical quality.
Conclusion: The findings indicate that washing, packaging, transportation, and storage practices represent potential points of quality vulnerability in the local carrot supply chain. Consumer responses also indicate potential economic value associated with better physical quality, as reflected in the stated WTP of part of the consumers surveyed. However, the findings are limited to the selected respondents and the study area and should not be generalized directly to other carrot-producing regions.

Keywords: carrot, postharvest handling, consumer preference, willingness to pay, tawangmangu