BANGKOK- Changing the mindset of the key people in the Asian fresh produce supply chain is the major challenge for companies seeking to apply solutions to the problems currently facing the industry. That was the standout message from the final session: ‘Case studies from the Asian fresh produce supply chain.’

As Siebe van Wyk of Fresh Studio Innovations Asia noted, many Asian producing-countries face challenges with rapid expansion of growing areas, multiple smallholders, lack of market information and price wars. The parties in the supply chain are typically focused on their own competitiveness rather than that of the overall chain. Fresh Studio is focused on shifting Asia’s produce trade from this traditional product chain scenario to a “value chain” where traders, farmers and retailers form a strategic alliance that focuses on the competitiveness of the overall chain.

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Source: AsiaFruit Magazine

Publication date: September 2007