Abstract:
Can a new model of supplying fruit to
the export market nourish
competitiveness and help ensure the
long-term survival of South Africa’s
deciduous fruit industry?
Research conducted at the University of
Stellenbosch Business School (USB) revealed
that the present linear supply chain model of
producer to marketer to retail may have become
outdated. Instead, the study suggests that
South African fruit exporters cultivate a new
approach towards producers that can
strengthen the position of both parties in world
markets.
