Les stratégies des distributeurs face aux risques alimentaires

Numerous food crises un relation with real or potential risks for consumer safety have been exploding within the European Union for years. These crises affect increasingly food retailers, inducing new vertical coordination and new marketing strategies. Nowadays retailers improve their contractual vertical coordination (cattle chain management, as pork, fish, fruit and vegetable and other products chain managements). They worry about consumer food safety but also about their own long term financial safety, Nevertheless, if the steps increase in vertical coordination, mainly upstream, for all the retailers, their marketing strategies are quite different. Marketing implications are then different in terms of product image and brands. A risk typology and "conceptual answers" allow for a practical analysis of some large French retailers. Then a tentative modelisation offers an opportunity to positioning their quality management and strategy.