Marketing the improvements in the supply chain for domestic agricultural produce: Legislation, Consumer Behavior, Estimation of market penetration potentiality

Abstract

The traceability system in the agro-food supply chain, as well as the other food safety tools, can be viewed as performing a double task: On one hand, government interventions are intended to ensure the hygiene and healthiness of processes; on the other hand, the voluntary traceability can be used as marketing tool by manufacturers and processors for the differentiation of its products. With this study we conducted a marketing analysis aimed at evaluating the worthiness of some improvements that could take place in the early potato supply chain. Such improvements consist of the method of production, the distribution typology, the respect of certain ethics, the type of packaging, and the information concerning the origin. Results can be used to enhance the market penetration of this product and inform on possible advantages these improvements in the organization of the supply chain could bring about for producers.