Title: New market channels for a non-food agricultural product. The development of an alternative supply chain for the bergamot citrus in Calabria, Italy

Authors: Stefano Grando

Addresses: SPES Development Studies Research Centre, University of Rome La Sapienza, Via del Castro Laurenziano 9, 00161 Rome, Italy

Abstract: The bergamot, a typical fruit of the Italian region of Calabria, contains an essence that is a basic component for the perfume industry. In the last decades bergamot sector declined dramatically, because of the introduction of an artificial substitute of the essence and for the producers| fragmentation. After describing the evolution of the industry and of the supply-chain structure, the paper analyses the experience of a group of growers who overcame the crisis through the creation of an alternative quality-based supply chain. The analysis is conducted in the light of the socio-economic literature on agricultural supply chains and industry analysis.

Keywords: industry analysis; alternative supply chains; five forces model; market positioning; agricultural marketing; non-food agricultural products; organic farming; trust; Italy; supply chain management; SCM; new market channels; bergamot citrus; agricultural supply chains.

DOI: 10.1504/WREMSD.2008.020113

World Review of Entrepreneurship, Management and Sustainable Development, 2008 Vol.4 No.4, pp.291 - 304

Published online: 26 Aug 2008 *

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