Agriculture Reference
In-Depth Information
Nowadays, the globalization of the hor-
ticultural commodities export has promoted
the GLOBAL-GAP concept, which is extend-
ing all over the world, as a necessary means
of production in order to have access to the
foreign markets.
The UNE-155001 regulations, devel-
oped by AENOR for horticultural crops
responds to the requirement of the large
distribution chains with respect to the
production systems, with the aim of:
(i) ensuring the protection or safety of the
consumer, of the grower and the environ-
ment; (ii) regulating the use of pesticides;
(iii) limiting the use of chemical inputs;
(iv) forcing the elimination of the different
wastes in an environmentally friendly
way; and (v) favouring efficiency in the
use of inputs (water, fertilizers) and other
complementary measures. Nowadays, the
UNE-155001 regulations are approved by
EUREP-GAP.
The integrated production system of
the Andalusia region (Spain) that has been
introduced by the Andalusia grower's
organizations (with the logo 'Integrated
Production-Andalusia') follows the guide-
lines of the International Organization for
Biological Control (IOBC) in relation to
growing techniques and integrated manage-
ment of pests, for greenhouse vegetable cul-
tivation. For more details on this system,
see Aparicio
et al
. (2003).
In addition to EUREPGAP certification,
there are other systems in Europe among
which we may highlight the 'Bio-Label',
which is only used in organic growing.
Summarizing, the quality differentia-
tion strategies in the marketing of vegetables
have determined the introduction of quality
certification systems that aim to inform the
consumer and gain his/her trust so the con-
sumer gives 'commercial value' to the prod-
uct offered, resulting in an appropriate
selling price.
must make the necessary effort to adapt to
the new scenario of increasing competi-
tion, the concentration of the distribution
companies, the new consumer's require-
ments regarding quality, healthiness and
food safety, on the one side, and the social
and environmental requirements of the
production process on the other. For agri-
cultural companies this will involve mak-
ing structural changes and adapting their
corporate and commercial strategies
(especially increasing their size through
different ways, such as joining or inte-
grating with other companies) (Planells
and Mir, 2000; Torrente, 2000), always
keeping an eye on the changing trends in
the markets.
16.10
Summary
•
Marketing is, in a broad sense, the proc-
ess in which the products are taken
from the farm to the consumer.
Nowadays it is frequent to confuse dis-
•
tribution with marketing. Distribut-
ion is the last stage of the marketing
process.
The perishable nature of vegetables is a
•
critical factor in the marketing process.
The postharvest technology (cold stor-
age, controlled atmosphere packaging,
etc.) allows for maintaining the qual-
ity of the product and extending its
shelf life.
The standardization of the horticultural
•
products becomes the basis of trade at a
distance, as the physical presence of
the goods is not necessary for the
transaction.
Commercial channels are the routes
•
along the marketing process, covered
by the product, from the grower to the
consumer. All these routes constitute
the distribution circuit.
The use of expensive transport carriers
•
is frequent in greenhouse horticultural
products, due to their high added
value.
Transport costs are very significant in
16.9
Future Prospects
If they are to survive in the increasingly
globalized markets, agricultural companies
•
the total cost composition of marketing,
