In transforming from traditional to modern agriculture, the management of supply chain of agricultural products has gained a growing importance. Potato is one of the important vegetable crops in Fars province in Iran. Specific characteristics like continues demand, special conditions for maintenance and storage discriminate it from other products. That results in a gap between supply and demand, price fluctuations and therefore shortage in market. Therefore, assessing the performance of potato supply chain is so important. This paper, applied a SWOT analysis to assess the strengths and weaknesses of the supply chain and the opportunities and threats of the supply chain environment. Finally, we discussed the various components of supply chain and present some recommendation to improve supply chain performance in areas like mechanization, processing, production, distribution, insurance facilities and cooperative production
