PREREQUISITES FOR VALUE ADDING PARTNERSHIPS BETWEEN TRADE AND PRODUCERS IN THE VEGETABLE-GROWING SECTOR

At present the situation on the market for vegetables is indicated by overproduction and according to this an unsatisfactory price situation for the producers in Germany.
In face of these conditions a great meaning befits to the orientation on consumers demands.
The marketing system is increasingly driven by changing requests of consumers.
Due to this situation and to progress in the information and communication technology far-reaching changes of the sales system for vegetables took place within the last years.
The ability to compete dos no longer depend only on single stage of the delivering chain.
Instead of this whole chains are competing with other ones.
Consequently the co-ordinating activities in the delivering chain also become more important to be efficient and competitive.

Due to theoretical considerations and with the help of the results of an explorative investigation conditions for co-operation in the marketing system will be discussed.
Finally practical consequences are discussed for the producers of vegetables.. The empirical results are received by problem centred interviews led with different protagonists of the marketing system for vegetables.

XIVth International Symposium on Horticultural Economics

W. Bokelmann, W. Lentz

distribution of vegetables, supply chain, co-operation

https://doi.org/10.17660/ActaHortic.2000.536.71