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Abstract

In this paper, an attempt is made to describe the supply chains of two Greek PDO products, namely Peza olive oil and Zagara apples. Both products are produced in regional areas and constitute a major source of income for the local economies. Still, the differences noticed in their chain management underline the role of an industrial processor actor's participation : Peza olive oil is marketed in a highly competitive market in which many large private firms are operating, whereas Zagara apples, being marketed in the fresh product market, have a less typical and organised supply chain. The purpose of the paper is to analyse the structure of the two supply chains and to determine the relative importance of the PDO scheme on each product market performance. Thus, the whole set of participating actors is examined and the interrelations and the economic coordination between farmers, processors and retailers are highlighted. In addition, the competitive position of each product in the relevant market is investigated and compared to other competitive non-PDO products. The revealed strengths and weaknesses and the economic performance of the overall supply chains can provide some guidance, notably regarding the question whether, and when, it is worth to market a product under the PDO scheme.

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