The MobiCert project: Integrating Australian organic primary producers into the grocery supply chain

Abstract

Purpose

The purpose of this paper is to present the findings of the MobiCert project, which utilises mobile commerce technology to enhance information access and provision for organic primary producers, so as to improve their integration into the grocery supply chain. This paper is a precursor to developing a mobile solution for both conventional and organic primary producers across Australia and potentially other countries.

Design/methodology/approach

The rapid appraisal research approach is selected for this research paper as it is particularly suited for gathering fast, rich and deep data in rural and remote areas.

Findings

This paper discusses the development of a mobile information community prototype for organic primary producers in rural South Australia which provides information access and data gathering functionalities through the use of a PDA/Smart phone. The Rural Area Technology Acceptance and Diffusion of Innovation Model is developed to investigate acceptance of mobile technology and the likely diffusion of this innovation in rural areas. It offers a theoretical underpinning for the project, and illustrates how this paper contributes to the management/marketing literature.

Originality/value

This research project is of considerable value for primary producers in rural and remote areas, because it enables and enhances their access to and provision of information – a critical factor for timely and effective access to the grocery supply chain.

Citation

Lu, N. and Swatman, P.M.C. (2009), "The MobiCert project: Integrating Australian organic primary producers into the grocery supply chain", Journal of Manufacturing Technology Management, Vol. 20 No. 6, pp. 887-905. https://doi.org/10.1108/17410380910975131