Agribusiness Study Program, Faculty of Agriculture, Hasanuddin University held a public lecture with the topic “Farm-to-Fork Sustainability: Marketing Strategies and Supply Chain Innovations in Agribusiness” delivered by Assoc. Prof. Dr. Nitty Hirawaty from Universiti Putra Malaysia (UPM). This event took place in Lecture Theatre 6 which was hosted directly by Mrs. Ni Made Viantika, S.P., M.Agb. as the moderator.

In this public lecture, Nitty Hirawaty outlined the concept of Farm-to-Fork Sustainability as a comprehensive and integrated approach to building a more sustainable and ethical food supply chain system. “This approach not only changes the way food is produced and distributed, but also relies on effective marketing strategies to communicate these values, creating a more sustainable and resilient agribusiness ecosystem,” she said.

She also added that the benefits of this approach include healthier food, environmental sustainability, improved local economy, support for local farmers, new pathways to clean diets, and wiser land use.

The public lecture was attended by the Chairperson of the Agribusiness Study Program, Unhas, Prof. A. Nixia Tenriawaru; Professor of Agricultural Economics, Prof. Rahim Darma; Professor of Agricultural Communication and Extension, Prof. Muh. Hatta Jamil; as well as other lecturers and students of the Faculty of Agriculture, Hasanuddin University. The enthusiasm of the participants can be seen from the various questions from both lecturers and students, showing their interest in the application of the Farm-to-Fork concept in agribusiness.

This event is expected to provide new insights and encourage further collaboration between academics, practitioners, and students in developing sustainable agriculture and agribusiness in Indonesia