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Fruit Sector Strategic Management: An Exploration of Agro-food Chain Actors’ Perception of Market Sustainability of Apple Innovation

Author

Listed:
  • Moritz Zanetti

    (Department of Agricultural and Food Science, University of Bologna, 40126 Bologna BO, Italy)

  • Antonella Samoggia

    (Department of Agricultural and Food Science, University of Bologna, 40126 Bologna BO, Italy)

  • Jennifer Young

    (Department of Marketing, University of Auckland, Auckland 1010, New Zealand)

Abstract

The fresh fruit industry is a highly dynamic sector in the food market. Fresh fruit chain actors have to adapt to the changing market environment in order to face upcoming challenges. The objective of this study is to analyze the market sustainability of red-fleshed apples (RFA) by exploring consumers’ and fresh fruit industry experts’ and stakeholders’ opinions in Italy and New Zealand. The study was carried out in Italy and New Zealand from December 2018 to June 2019 including 778 consumers and 29 expert and stakeholder interviews. Results show a promising market potential of RFA. Innovative attributes and nutritional value of RFA are the most important factors that push consumers’ interest and willingness to buy RFA. New Zealand consumers and women show a higher appreciation of RFA. The nutritional value of the fruit can be a strategic marketing management attribute especially for health-conscious consumers. However, experts think the market for RFA will develop slowly, and will remain a niche product. Some stakeholders are skeptical about consumer RFA appreciation, and fear that RFA are too radical a novelty on the market. The RFA may be perceived as not natural. There is the need to coordinate food chain stakeholders’ management practices on RFA. This allows to mitigate risks, set food standards acceptable for all chain stakeholders, and make sustainable economic investment on innovation.

Suggested Citation

  • Moritz Zanetti & Antonella Samoggia & Jennifer Young, 2020. "Fruit Sector Strategic Management: An Exploration of Agro-food Chain Actors’ Perception of Market Sustainability of Apple Innovation," Sustainability, MDPI, vol. 12(16), pages 1-28, August.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:16:p:6542-:d:398378
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    References listed on IDEAS

    as
    1. Luckstead, Jeff & Devadoss, Stephen & Mittlehammer, Ron C., 2014. "Apple Export Competition between the United States and China in the Association of Southeast Asian Nations," Journal of Agricultural and Applied Economics, Southern Agricultural Economics Association, vol. 46(4), pages 1-12, November.
    2. Vera Sadovska & Lena Ekelund Axelson & Cecilia Mark-Herbert, 2020. "Reviewing Value Creation in Agriculture—A Conceptual Analysis and a New Framework," Sustainability, MDPI, vol. 12(12), pages 1-22, June.
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    Cited by:

    1. Monika Sawicka & Piotr Latocha & Barbara Łata, 2023. "Peel to Flesh Bioactive Compounds Ratio Affect Apple Antioxidant Potential and Cultivar Functional Properties," Agriculture, MDPI, vol. 13(2), pages 1-13, February.
    2. Sanna Abdessemed & Ahmed Fellak & Ala Abdessemed & Awais Khan, 2022. "Status, challenges and opportunities for apple production in Eastern Algeria," Horticultural Science, Czech Academy of Agricultural Sciences, vol. 49(3), pages 147-153.
    3. Ewa Szpadzik & Karolina Molska-Kawulok & Tomasz Krupa & Sebastian Przybyłko, 2023. "Physico-Chemical Analysis of the Fruits and Consumer Preferences of New Apple ( Malus × domestica Borkh) Hybrids Bred in Poland," Agriculture, MDPI, vol. 14(1), pages 1-20, December.

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