Hesty Nurul Utami is a senior lecturer at the Department of Agro-Socio Economics at Padjadjaran University. She studied marketing at Newcastle University and earned a PhD at Newcastle University Business School, United Kingdom. Her scholarly interests encompass agribusiness and food marketing, consumer behaviour, value co-creation, and digital innovation for SMEs. She employs quantitative, qualitative, and mixed methods to explore and examine business actors and consumer perspectives corresponding to business management and marketing dynamics. She has contributed to numerous academic publications and actively engages in community-based initiatives to empower rural entrepreneurs and enhance sustainable agricultural practices.