INTEGRATING CIRCULAR ECONOMY PRINCIPLES INTO AGRICULTURAL WASTE MANAGEMENT: BUSINESS MODEL INNOVATIONS AND MARKETING STRATEGIES FOR SUSTAINABLE AGRI-BUSINESS

Abstract: The agricultural sector is a significant contributor to both economic growth and environmental degradation due to the generation of large quantities of waste. This research explores how circular economy (CE) principles can be integrated into agricultural waste management to create sustainable business models and innovative marketing strategies. By analysing case studies, conducting a review of literature, and examining emerging business innovations, this paper outlines practical pathways for agri-businesses to convert waste into value-added products. The study concludes that embracing CE in agriculture not only improves environmental outcomes but also enhances profitability, branding, and consumer engagement.