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.
World Review of Entrepreneurship, Management and Sustainable Development, 2008 Vol.4 No.4, pp.291 - 304
Published online: 26 Aug 2008 *Full-text access for editors Access for subscribers Purchase this article Comment on this article