The strategic role of producers’ organisations in improving the market recognition of quality in peach production. A diversity of strategies in the Rhône-Alpes region

Les organisations de producteurs au coeur de la valorisation de la qualité des fruits. Une diversité de stratégies en Rhône-Alpes

Sophie Dubuisson-Quellier (), Mireille Navarrete () and Jean Pluvinage
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Sophie Dubuisson-Quellier: CNRS - Centre National de la Recherche Scientifique
Mireille Navarrete: ECODEVELOPPEMENT - Unité de recherche d'Écodéveloppement - INRA - Institut National de la Recherche Agronomique
Jean Pluvinage: UMR Innovation - Changement technique, apprentissage et coordination dans l'agriculture et l'agroalimentaire - Cirad - Centre de Coopération Internationale en Recherche Agronomique pour le Développement - CNEARC - Centre national d'études agronomiques des régions chaudes - INRA - Institut National de la Recherche Agronomique - CIHEAM-IAMM - Centre International de Hautes Etudes Agronomiques Méditerranéennes - Institut Agronomique Méditerranéen de Montpellier - CIHEAM - Centre International de Hautes Études Agronomiques Méditerranéennes

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Abstract: The paper explains how peach quality is ensured from the orchard to the first stage of marketing. Using a multidisciplinary approach, the study analyses several producers' organisations (PO) marketing peaches in the Rhone-Alpes region and their relationships with both suppliers and customers. An analytic framework is suggested and three types of POs are identified depending on their degree of co-ordination with suppliers and the extent to which they value a diversity of quality levels in production. The marketing strategy of POs towards distributors appears to be a key factor in explaining their functioning, at both the marketing and supplying levels.

Keywords: commercialisation; fruit; organisation de producteurs; production; qualité (search for similar items in EconPapers)
Date: 2006
Note: View the original document on HAL open archive server: https://hal.inrae.fr/hal-02661439v1
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Published in Économie rurale, 2006, 292 (292), pp.19-34. ⟨10.4000/economierurale.715⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02661439

DOI: 10.4000/economierurale.715

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