Vegpro, a horticulture company, is Kenya's biggest exporter of fresh vegetables and flowers to top superstores in the U.K. and Europe. In the year 2007, Vegpro's production is threatened by increasing consumer apprehension about the ecological impact of food production and transportation, including "food miles".
The case describes the company's increase, including the use of owned property and outgrowers for generation, the inclusion of value added processing to obtain premium costs, and the introduction of world-wide certification to ensure food safety and meet with consumer and retailer conditions. The case also discuss the probable impact of amplified consumer awareness of ethical sourcing and establish the potential trade off amid economic development and local generation.
Vegpro Group Growing in Harmony, Spanish Version Case Study Solution
PUBLICATION DATE: December 12, 2007 PRODUCT #: 508S19-HCB-SPA
This is just an excerpt. This case is about SALES & MARKETING
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