The purpose of this study is to model and thereby enable simulation of the complete business entity of fresh food supply. A case narrative of fresh strawberry supply provides basis for this modelling. Lamming et al. (2000) point to the importance of discerning industry-specific product features (or particularities) regarding managing supply networks when discussing elements in “an initial classification of a supply network” while Fisher (1997) and Christopher et al. (2006, 2009) point to the lack of adopting SCM models to variations in products and market types as an important source of SCM failure. In this study we have chosen to move along a research path towards developing an adapted approach to model end-to-end fresh food supply influenced by a combination of SCM, system dynamics and complex adaptive network thinking.


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