THE SETTING OF AN ELECTRONIC MARKETING SYSTEM FOR FRUIT AND VEGETABLES : PROBLEMS AND CONSEQUENCES

This study dealts with the eventual setting of a "veiling", in the Perpignan (far south of France) production markets.
A "veiling" is a marketing technic that groups together in one market location, a large range of commodities supplied by farmers of a specific region.
In doing so, competition between buyers is increased.

The methodology of this study is a system analysis approach applied to a vertically coordinated production activity: the fresh fruit and vegetable industry of Roussillon.
Three parts can be distinguished:

• a description of the existing Roussillon fruit and vegetable production and marketing systems, considered as an interconnected set of elements.

• a factor analysis of the 1982 Perpignan tomato market; linking that market with other markets, particularly that of Netherlands.

• a presentation of the main characteristics of the "veiling" and an evaluation of its consequences on the Roussillon marketing systems.

Finally, the creation of a "veiling" in a geographical area leads to the more general problem of the economic organization of the entire fruit and vegetable industry and of its efficiency.

VIII Symposium on Horticultural Economics

J.C. Montigaud, C. Cibenel

https://doi.org/10.17660/ActaHortic.1984.155.16