Quality perception throughout the apple fruit chain

An hedonic evaluation of the impacts of vertical coordination on business performance amongst apple producers in Morocco

We present an econometric analysis of the marketing of apples in Morocco that investigates the relationship between vertical coordination arrangements and the prices of apples for farmers. In this study, the hedonic method is used to evaluate the vertical coordination of apple fruit chains by analyzing the marginal implicit price of different product characteristics. We examine the variables influencing apple prices for farmers, comprising intrinsic factors related to the farm's characteristics and quality attributes such as fruit variety and fruit diameter. Additionally, we consider extrinsic variables associated with marketing factors, including vertical coordination systems, payment terms, seasonality of sale, cold storage, and geographical origin. Based on a nationally representative survey of 190 apple growers in the southeast of Morocco, an empirical analysis is conducted. Results highlight the pivotal role of apple growers' experience in elevating farm-level prices, indicating a deeper understanding of market dynamics. Significant price variations are tied to quality attributes, notably a 19.2% premium for larger apples (75-85 mm diameter), indicating market preference. The economic analysis underscores the influence of apple varieties, with Golden commanding a 16.4% higher price, indicating heightened consumer demand. Additionally, the study found that marketing factors, vertical coordination models, payment terms, seasonality of sale, cold storage, and geographical origin also have a positive impact on apple prices. Furthermore, vertical coordination models positively impact apple and prices provide producers with guidance for effective supply chain coordination. These insights, extending beyond theory, serve as a roadmap for policymakers to support the agricultural sector. Equipped with knowledge of business performance, farmers can implement targeted measures to enhance the marketing value of their agricultural products, fostering resilience and profitability in the Moroccan apple sector.

From resilience to satisfaction: Defining supply chain solutions for agri-food SMEs through quality approach

Since it is an important human need and many organizations are involved in the value chain, the agricultural food supply chain is exposed to various risks that arise naturally or through human actions. This study aims to develop the application of a quality function deployment approach to increase the resilience of the food supply chain by understanding customer needs and logistical risks in the food supply chain. In-depth studies with empirical analysis were conducted to determine the importance of customer needs, food supply chain risks, and actions to improve supply chain resilience of SMEs in the agri-food industry. The result shows that the top three customer needs are "attractive, bright color", "firm texture" and "fresh smell". The top three risks in the agri-food supply chain are "improper storage," "Harvest Failure" and "Human Resource Risks" and the top three resilience actions are "continuous training," "preventive maintenance," and "supply chain forecasting." The implications of this study are to propose an idea that broadens the perspective of supply chain resilience in the agri-food industry by incorporating the needs of customers in considering how to mitigate the existing risks to the satisfaction of customers, and it also highlights the relatively low skill and coordination of the workforce in agri-food supply chains.

Multiple Correspondence and Hierarchical Cluster Analyses for the Profiling of Fresh Apple Customers Using Data from Two Marketplaces

Purchase behavior and preferences for consumers of fresh apples were investigated using a consumer survey conducted at a special-event apple market. Survey respondents were asked to list apple cultivars they had purchased at the retail market and the special-event market. The special-event market offered many uncommon cultivars packed in clear plastic bags with a fixed weight and price. Respondents were also asked to identify their reasons for selection of each apple cultivar and answer demographic questions. A total of 169 customers completed the survey. Profiles of customers were identified using multiple correspondence analysis (MCA) and hierarchical cluster analysis (HCA), and the impact of the change in available apple cultivars on consumers’ purchase behavior was explored. Consumers primarily indicated four main reasons in the selection of their apples: visual appearance, previous experience, taste/aroma, and texture. The first two reasons, evaluated before eating an apple, were loaded on the first MCA dimension, while the last two reasons (i.e., eating quality) were loaded on the second dimension in data from both marketplaces. HCA identified five classes of customers in both markets, and results indicated that similar market segments existed within the two marketplaces, regardless of the availability of apple cultivars.