In search of differentiation and the creation of value: the quest of the Scottish pig supply chain
Abstract
Purpose
The purpose of this paper is to analyse different aspects of the concept of value and to provide examples of value creation, identifying the conditions necessary for their production within a case study of a Scottish pig supply chain.
Design/methodology/approach
The case study involved in-depth, recorded interviews of between 60 and 75 minutes (undertaken between June and August 2010) with seven people involved in the chain and its management.
Findings
Value within the supply chain (i.e. value in exchange) was created through farmers engaging in horizontal and vertical collaboration. For farmers this value arises from efficient pig collection and transport, improved market and price security, and information on improving pig performance. For the processor and retailer, value is generated in terms of improved security of supply of an assured quality and the ability to communicate with their pigmeat supply base. For consumers, value (i.e. value in use) comes through market development associated with a label that communicates clear provenance, high animal welfare practices and consistent product quality.
Research limitations/implications
A limitation of the research is that the findings are based on the analysis of a particular supply chain. However, the pig cooperative involved currently produces over half of Scotland's weekly pig production.
Practical implications
The lessons of the case study are highly transferable to other agri-food supply chains. It shows producers' successful efforts to reflect attributes that are important for different stakeholders (e.g. retailers, consumers). It also illustrates the importance of shared goals, information exchange and collaborative interaction between supply chain stakeholders in value creation.
Originality /value
The paper's contribution derives from showing the creation of value at different stages of a supply chain.
Keywords
Acknowledgements
This study derives from work commissioned by the Scottish Government as part of the 2005-10 Research Programme on Sustainable Farming Systems (Workpackage 3.1) and the 2011-16 Research Programme on Food Security and Resilient and Sustainable Supply Chains (Workpackage 5.1). The authors wish to acknowledge the assistance and approval of ASDA, Vion Food Group Ltd, Scottish Pig Producers Ltd., Quality Meat Scotland and the Scottish SPCA in the use of material relating to their operations. Any opinions expressed within the paper are entirely those of the authors.
Citation
M.K. Leat, P. and Revoredo-Giha, C. (2013), "In search of differentiation and the creation of value: the quest of the Scottish pig supply chain", British Food Journal, Vol. 115 No. 10, pp. 1487-1504. https://doi.org/10.1108/BFJ-07-2013-0193
Publisher
:Emerald Group Publishing Limited
Copyright © 2013, Emerald Group Publishing Limited