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BUILDING BRANDS: SUPPLY CHAIN ALLIANCES IN THE CANADIAN BEEF INDUSTRY
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Document anglais développement de viande de créneau en production bovine. Consumers are increasingly demanding differentiated food products, focusing on health, convenience, novelty, and information about how their food was produced. Branded beef programs are emerging as a response to this market trend, but to date only on a relatively limited scale in Canada. Nevertheless, closer coordination through supply chain alliances is developing alongside the traditional commodity production system as means to present consumers with differentiated, value-added beef products. This study examines the factors that create a successful supply chain alliance for the provision of branded beef products. Distinctions are drawn between different branded beef programs in terms of the product attribute that the program emphasizes, for example, production methods (grass-fed, hormone-free, organic) versus eating quality (tenderness, leanness), versus breed, etc. In many cases, cow-calf producers play a critical role in producing these attributes, yet their involvement in supply chain alliances has been hesitant.
Organisation : Canfax Research Services, National Beef Industry Development Fund.
Auteur(s) : Andrea Brocklebank, M.Sc., Jill E. Hobbs, Ph.D.
Date de publication : 28 décembre 2007