Vegpro, gardening company, Kenya is the largest exporter of fresh vegetables and flowers to top supermarkets in the UK and Europe. In 2007, the business is at risk Vegpro growing consumer concern about the environmental impact of food production and transport, including the "food miles". The case describes the growth of the company, which includes the use of land owned and outgrowers for production, except for value added processing for high prices, and the introduction of a global certification in order to ensure food security and meet retailer and consumer demands. The case also discusses the possible effects of increased consumer awareness of ethical and a potential trade-off between local production and economic development. "Hide
by David E. Bell, Brian Milder, Mary L. Shelman Source: Harvard Business School 29 pages. Publication Date: December 6, 2007. Prod. #: 508001-PDF-ENG
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