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Differences in quality perceptions among actors in the Mindanao vegetable supply chain

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Authors
Concepcion, S.
Montiflor, M.
Hualda, L.
Digal, L.
Rasco, E.
Manalili, N.
Batt, Peter
Murray-Prior, Roy
Rola-Rubzen, Maria Fay
McGregor, Murray
Date
2006
Type
Conference Paper

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Citation
Concepcion, Sylvia and Montiflor, Malou and Hualda, Luis and Digal, Larry and Rasco, Eufemio and Manalili, Nerlita and Batt, Peter and Murray-Prior, Roy and Rola-Rubzen, Maria and McGregor, Murray. 2006. : Differences in quality perceptions among actors in the Mindanao vegetable supply chain, in Batt, Peter J. (ed), First International Symposium on Improving the Performance of Supply Chains in the Transitional Economies, Jul 19 2005, pp. 125-130. Chiang Mai: ISHS.
Source Title
Proceedings of the First International Symposium on Improving the Performance of Supply Chains in the Transitional Economies
Source Conference
First International Symposium on Improving the Performance of Supply Chains in the Transitional Economies
Additional URLs
Faculty
Department of Agribusiness
Division of Resources and Environment
Muresk Institute
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To access the the full text see this link: http://www.actahort.org/books/699/699_13.htm

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Abstract

Correct information is vital in maintaining balance and efficiency along the supply chain and in developing appropriate marketing strategies. To make the correct decisions, all members of the vegetable supply chain need information on end users preferences. This study sought to determine if smallholder vegetable farmers and market intermediaries could accurately predict what consumers required. Preferences for vegetables among household consumers in Mindanao were compared with the perceptions of vegetable farmers and market intermediaries. Attributes such as variety, size and shape, color, taste, freshness and freedom from pests, diseases, physical damage and defects were compared. Results revealed significant differences between the perceptions of vegetable farmers and market intermediaries about the nature of the consumer demand. Their divergent, often erroneous, ideas and concepts about vegetable quality contributed to waste and inefficiency in the Mindanao vegetable supply chain.