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“Partnership in produce”: the J Sainsbury approach to managing the fresh produce supply chain

David Hughes (Sainsbury Professor of Agribusiness and Food Marketing, Wye College, University of London)
Ian Merton (Director for Produce and Floral Services, J Sainsbury plc)

Supply Chain Management

ISSN: 1359-8546

Article publication date: 1 August 1996

6656

Abstract

Points out that consumers are turning increasingly away from specialist retailers towards supermarkets for their fresh produce requirements, and looks at how supermarket chains are responding. Notes that major retailers are starting to focus on building longer‐term relationships with key suppliers. Discusses J Sainsbury’s “Partnership in produce” agreement with ENFRU, one of the UK’s principal fruit suppliers, examining the marketing strategy behind it, the key points incorporated into the scheme and the benefits for the consumer, retailer and supplier.

Keywords

Citation

Hughes, D. and Merton, I. (1996), "“Partnership in produce”: the J Sainsbury approach to managing the fresh produce supply chain", Supply Chain Management, Vol. 1 No. 2, pp. 4-6. https://doi.org/10.1108/13598549610155251

Publisher

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MCB UP Ltd

Copyright © 1996, Company

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