Many retailers have stopped using traditional fresh produce supply channels through government entrepôts because of problems mostly involving poor logistics and quality. To meet retail demand, new supply structures have been developed whereby products are purchased from growers or specialized wholesalers. This supply channel should be closely examined since, under certain circumstances, it may offer both threats and opportunities for producers. We therefore analyzed the efficiency of the main fresh vegetable distribution channels and found that ways to render supply channels more efficient can be identified by pinpointing the channels' advantages and barriers. The findings obtained from a field research indicated that distribution through retail supply structures is more efficient than through government entrepôts However, although retail supply structures show a better performance, this performance does not seem sustainable because the difference in power between retailers and producers leads to conflicting and opportunistic practices.
fresh produce; marketing channels; supply chain management; competitiveness
