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This paper aims to deepen the knowledge of consumer wellness by conceptualizing this construct in an everyday retail setting, specifically a health food store. With wellness seeking being a central theme in the positioning strategy of many food retail stores, this study aims to investigate the development of an everyday wellness pursuit in a retail setting, identify its underlying dimensions in a health food store setting and establish the key managerial drivers that nurture it in such context, from the consumer standpoint.

The research design uses a qualitative approach. In-depth interviews with 20 customers of six multibranch health food retailers were carried out.

The findings show the holistic and multidimensional nature of wellness in an everyday consumption setting and highlight the development of physical, emotional, intellectual, social and spiritual consumer wellness in this context. They also bring to light how, in an everyday activity such as a health food retail store visit, retailers can co-create and nurture consumer wellness through their product assortment, store environment and employees’ orientation toward customer wellness.

The main contribution of this study lies in the conceptualization of the retail wellnesscape, defined as a retail space that consumers choose to visit in their daily lives that contribute to their holistic wellness journey. This paper emphasizes both the importance and the feasibility of cultivating consumer wellness on an everyday basis, for both consumers and retailers, while it has traditionally been associated with more occasional and out of the ordinary settings such as wellness tourism.

This study analyzed the state of broiler production in Senegal after nearly two decades of poultry import restrictions. It provides a synopsis of the Senegalese broiler value chain and evaluates the performance and economics of different broiler farm types.

A multi-stakeholder workshop and interviews were conducted with key informants to investigate the structure and activities of the Senegalese broiler value chain. The typical farm approach (TFA) was used to construct and analyze “typical” farms that represent the most common broiler production systems in Senegal.

The current situation in the Senegalese broiler value chain is favorable for hatcheries, feed mills, producers and poultry traders. However, the slaughterhouses are not faring well. The farm economic analysis demonstrates that typical medium-scale broiler farms are performing well, due to the use of high-quality feed, chicks and good husbandry. Additionally, the analysis revealed that feed and day-old chick (DOC) costs are the most significant in conventional broiler production in Senegal. Despite the high costs of feed and DOCs, broiler production is profitable for typical farms.

Athough this study provides detailed insights into broiler farm economics in Senegal, it does not include typical integrated large-scale broiler farm-types. Based on our findings, we can predict that such farm types may be more efficient and have lower production costs due to the use of high-quality inputs (chicks and feed), and economies of scale. However, future studies will need to verify this prediction.

To the best of the authors’ knowledge, only a few unpublished studies on broiler farm economics in Senegal exist. These studies only provide a basic analysis of the cost of production and profitability, with little consideration of various production systems. Contrastingly, this study provides a detailed economic analysis of different types of conventional broiler farms in key production regions.