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The strategic role of producers’ organisations in improving the market recognition of quality in peach production. A diversity of strategies in the Rhône-Alpes region
[Les organisations de producteurs au coeur de la valorisation de la qualité des fruits. Une diversité de stratégies en Rhône-Alpes]

Author

Listed:
  • Sophie Dubuisson-Quellier

    (CNRS - Centre National de la Recherche Scientifique)

  • Mireille Navarrete

    (ECODEVELOPPEMENT - Unité de recherche d'Écodéveloppement - INRA - Institut National de la Recherche Agronomique)

  • Jean Pluvinage

    (UMR Innovation - Changement technique, apprentissage et coordination dans l'agriculture et l'agroalimentaire - Cirad - Centre de Coopération Internationale en Recherche Agronomique pour le Développement - CNEARC - Centre national d'études agronomiques des régions chaudes - INRA - Institut National de la Recherche Agronomique - CIHEAM-IAMM - Centre International de Hautes Etudes Agronomiques Méditerranéennes - Institut Agronomique Méditerranéen de Montpellier - CIHEAM - Centre International de Hautes Études Agronomiques Méditerranéennes)

Abstract

The paper explains how peach quality is ensured from the orchard to the first stage of marketing. Using a multidisciplinary approach, the study analyses several producers' organisations (PO) marketing peaches in the Rhone-Alpes region and their relationships with both suppliers and customers. An analytic framework is suggested and three types of POs are identified depending on their degree of co-ordination with suppliers and the extent to which they value a diversity of quality levels in production. The marketing strategy of POs towards distributors appears to be a key factor in explaining their functioning, at both the marketing and supplying levels.

Suggested Citation

  • Sophie Dubuisson-Quellier & Mireille Navarrete & Jean Pluvinage, 2006. "The strategic role of producers’ organisations in improving the market recognition of quality in peach production. A diversity of strategies in the Rhône-Alpes region [Les organisations de producte," Post-Print hal-02661439, HAL.
    • Handle: RePEc:hal:journl:hal-02661439
    DOI: 10.4000/economierurale.715
    Note: View the original document on HAL open archive server: https://hal.inrae.fr/hal-02661439
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