Morning tomatoes command high prices because they are completely fresh and customer footfall peaks. By evening, vendors drop prices sharply to quickly sell off perishable inventory and avoid total financial loss overnight from rot.
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Fresh groundwater is critically scarce yet wasted through flood irrigation and domestic leakages. It can be better managed using rainwater harvesting, drip irrigation technology, metering usage, wastewater recycling and community conservation regulations.
The farmer cost of production decreases substantially due to reduced resource usage and higher efficiency. Consequently, his willingness to supply at various prices increases and widespread adoption increases the overall market supply.