What about the food 'quality turn' in South Africa? : Focus on the organic movement development

This paper depicts how the general turn from mass consumption toward increased qualitative differentiation of products - the 'quality turn' - manifest in the South African agro-food system. The strong influence of these quality trends on agro-food systems evolution has been widely discussed in Europe and North America. We show that identifying quality related dynamics is bringing an interesting perspective into understanding some of the evolution of the local agro-food system. The discussion is mainly based on the perspective of the organic sector. Most domestic retailers' food quality positioning is in line with consumer trends, being general and price orientated. However, the retail sector has been entering and driving quality related niche markets, especially organics, fostering new organizational arrangements through certification schemes development. Price premiums and consumer behavior analysis associated with organic production reveal significant consumers' willingness to pay for immaterial product attributes (e.g. health) and reflect the current supply and demand imbalance in the organic sector. The leading role of the retail sector in conveying quality movements is instrumental in understanding the discussed evolution. Pointing out the growing interest in farmer's markets provides elements to foresee new development in the agro-food system and departure from the retail driven quality movement. (Résumé d'auteur

The quality turn in South Africa: insights from a comprehensive investigation into the food quality behaviours, perceptions and knowledge of South African consumers with a focus on middle and upper socioeconomic groups

Internationally, alternative food quality movements have given rise to a quality turn from the mass consumption model toward an increasing qualitative differentiation of products and demand (Allaire, 2002). While food quality trends and their implications have been widely analyzed internationally, little has been written on the local quality dynamics in South Africa, a country with clear dualistic socio-economic features. This paper aims to contribute to the understanding of South African consumers' present food quality evaluation with a specific focus on 'conventional' and 'advanced' quality attributes associated with fresh food produce (fruit / vegetable and meat). Primary data was collected during 2009 through an extensive nationally representative consumer survey (n=420) (LSM 7 - 10), preceded by focus groups and retailer observations of actual quality claims on fresh food labels. Statistical analysis involved descriptive and comparative analyses and Kmeans cluster analysis in SPSS 17.0. The paper substantiates the fact that when selecting food purchase outlets and fresh food products, South African consumers largely apply 'conventional' quality and convenience considerations (e.g. appearance, taste). Even though 'advanced' / credence attributes (e.g. animal welfare, environmental practices, safety) are generally less important the results also demonstrate that they already have a relatively significant foothold in the local market, being more established for higher LSM groups in particular and suggesting potential opportunity for market growth.. The complexity of consumers' behaviours and evaluation towards advanced food quality issues is also pointed out. Implications surrounding guaranteeing bodies and small-scale farmers' market access are also addressed, as well as study limitations and recommendations for future research. (Résumé d'auteur

New trends in supermarkets procurement system in South Africa : The case of local procurement schemes from small-scale farmers by rural-based retail chain stores

In contrast to the centralised fresh produce procurement systems of South African retailers relying on preferred commercial suppliers, this paper draws on an in-depth analysis of the innovative procurement schemes of two rural-based supermarket chain stores in the Limpopo Province to source fresh vegetables locally from small-scale farmers. The objective is to derive lessons to guide public and private sector actors in promoting greater participation of small-scale producers in dynamic supply chains, through the exposure of the key drivers and success factors affecting the inclusion of small-scale vegetable farmers. The critical factors affecting the up-scaling and/or replication of this type of procurement relates to operation in a remote, emerging market, franchise stores with flexible procurement options, small-scale farmers with potential and land in close proximity to the supermarket, good communication and coordination, long term commitment, technical support, interest-free farm loans and diversity in product supply among farmers. Key indicators of mutually beneficial engagement are consolidated farming systems, improved farming income, low cost procurement of fresh vegetables (short supply chain), as well as fostering of the stores' broader community involvement strategy. Upscaling/replicating the scheme would probably require the involvement of external actors and the definition and establishment of public private partnerships. These should be tailored to the specific local conditions and capacities of the different stakeholders. Specific emphasis should be put on support towards the development of critical skills at local community level to empower small-scale farmers to sustain beneficial participation in the market. (Résumé d'auteur

New trends in supermarkets procurement system in South Africa: the case of local procurement schemes from small-scale farmers by rural-based retail chain stores

In contrast to the centralised fresh produce procurement systems of South African retailers relying on preferred commercial suppliers, this paper draws on an in-depth analysis of the innovative procurement schemes of two rural-based supermarket chain stores in the Limpopo Province to source fresh vegetables locally from small-scale farmers. The objective is to derive lessons to guide public and private sector actors in promoting greater participation of small-scale producers in dynamic supply chains, through the exposure of the key drivers and success factors affecting the inclusion of small-scale vegetable farmers. The critical factors affecting the up-scaling and / or replication of this type of procurement relates to operation in a remote, emerging market, franchise stores with flexible procurement options, small-scale farmers with potential and land in close proximity to the supermarket, good communication and coordination, long term commitment, technical support, interest-free farm loans and diversity in product supply among farmers. Key indicators of mutually beneficial engagement are consolidated farming systems, improved farming income, low cost procurement of fresh vegetables (short supply chain), as well as fostering of the stores' broader community involvement strategy. Up-scaling/replicating the scheme would probably require the involvement of external actors and the definition and establishment of public private partnerships. These should be tailored to the specific local conditions and capacities of the different stakeholders. Specific emphasis should be put on support towards the development of critical skills at local community level to empower small-scale farmers to sustain beneficial participation in the market.Agribusiness,

The quality turn in South Africa: insights from a comprehensive investigation into the food quality behaviours, perceptions and knowledge of South African consumers with a focus on middle and upper socioeconomic groups

Internationally, alternative food quality movements have given rise to a quality turn from the mass consumption model toward an increasing qualitative differentiation of products and demand (Allaire, 2002). While food quality trends and their implications have been widely analyzed internationally, little has been written on the local quality dynamics in South Africa, a country with clear dualistic socio-economic features. This paper aims to contribute to the understanding of South African consumers’ present food quality evaluation with a specific focus on ‘conventional’ and ‘advanced’ quality attributes associated with fresh food produce (fruit / vegetable and meat). Primary data was collected during 2009 through an extensive nationally representative consumer survey (n=420) (LSM 7 – 10), preceded by focus groups and retailer observations of actual quality claims on fresh food labels. Statistical analysis involved descriptive and comparative analyses and Kmeans cluster analysis in SPSS 17.0. The paper substantiates the fact that when selecting food purchase outlets and fresh food products, South African consumers largely apply ‘conventional’ quality and convenience considerations (e.g. appearance, taste). Even though ‘advanced’ / credence attributes (e.g. animal welfare, environmental practices, safety) are generally less important the results also demonstrate that they already have a relatively significant foothold in the local market, being more established for higher LSM groups in particular and suggesting potential opportunity for market growth.. The complexity of consumers’ behaviours and evaluation towards advanced food quality issues is also pointed out. Implications surrounding guaranteeing bodies and small-scale farmers’ market access are also addressed, as well as study limitations and recommendations for future research.Farm Management,

Equity implications of emerging private standards schemes: What is the role of the public sector ?

The paper explores the evolution of standards setting and implementation, and especially the increased importance of the private sector in these dynamics, with a view to discuss public policy considerations from a producer perspective. Building on insights from South Africa, it provides an initial exploration of the implications at farm level of standard proliferation and the associated consolidation of retail based supply chains. It stresses changes in the institutional and marketing environment associated with standards development, and points out, in particular, the contrast between the long term trend of the withdrawal of state support in the agricultural sector and the increased involvement of retailers at farm level as a consequence of their prominent role in standard setting. Particular attention is given to the move from public to private standards and its implications for supply chain organisation and market access. The discussion of the evolution of organic and sustainability standards in South Africa presents a clear example of the evolving role of private and public stakeholders and their considerations behind standard setting as well as the private and public systems that accompany standard development and implementation. In line with generally observed trends, the paper shows how the governing process has mostly been driven by private initiatives, with governments lagging in the provision of minimum standards. It also highlights the private sector's innovative and increasingly comprehensive approach to integrating farming and sustainability initiatives, and illustrates how the resultant private systems strongly contrast with the fragmented framework at public level. We argue that this evolution tends to broaden the gap between smallholders and large scale farmers, as it is predominantly the latter that benefits from these changes. The paper concludes with public policy considerations. (Résumé d'auteur

Contracting arrangements in agribusiness procurement practices in South Africa

Contracting arrangements in agribusiness procurement practices in South AfricaProcurement, contracting, agro-processing,

Sensory Evaluation and Consumers’ Willingness to Pay for Quality Protein Maize (QPM) using Experimental Auctions in Rural Tanzania

The purpose of this study was to evaluate the sensory characteristics and consumer acceptability of quality protein maize (QPM) in rural Tanzania. Due to the malnutrition problem facing consumers in developing countries, QPM which has almost double the amount of tryptophan and lysine, has been identified as a possible solution to this problem. To know whether consumers will accept QPM, it is vital that its sensory attributes and consumer acceptance tests are carried out. Sensory characteristics were determined using home use testing and central location methods by use of stiff porridge. Three districts were visited and 120 consumers participated in home use testing, whereas 30 respondents participated in the central location testing. At the central location, triangle test was also undertaken to find out if a difference exists between QPM and conventional maize. Additionally, acceptability of QPM was tested using BDM method. Consumer characteristics of QPM were highly appreciated for stiff porridge, a major maize product in East Africa. This was observed both in home use and sensory location testing. Likewise, consumers were willing to pay more for QPM than for conventional maize in all evaluation criteria used. Triangle test showed a significant difference between QPM and conventional maize. Sensory evaluation however needs to be repeated with other QPM varieties to ensure that it is not only a specific QPM variety that has favourable consumer characteristicsQPM, consumer acceptability, sensory evaluation, malnutrition, Tanzania, Crop Production/Industries, Demand and Price Analysis,

Attitudes and acceptance of South African urban consumers towards genetically modified white maize

The introduction of genetically modified (GM) food products to food markets around the world, has led to considerable controversy. In many cases consumer attitudes and perceptions of GM food products were revealed as fears, concern for, and avoidance of the new technology. The importance of GM foods in South Africa is increasing, even though the GM Food debate lags behind many other (often more developed) parts of the world. This paper investigates the knowledge, attitudes and acceptance of urban South African white-grain maize consumers regarding GM maize. Conjoint- and cluster analysis were used to develop clusters/market segments among the urban consumers of white maize. A range of additional questions was used to develop profiles of the identified market segments. These aspects covered demographics, GM knowledge aspects as well as GM attitude aspects. Four distinct clusters/market segments were identified with specific characteristics: "Anti-GM, Brand aware" cluster (35% of valid responses), "Brand unaware, Farmer sympathetic" cluster (20%), "GM consumer benefit, Brand aware" cluster (25%) and the "Brand aware, Pro-GM" cluster (20%). The most significant differences between the clusters were based on the consumers' attitudes towards GM food products.Consumer/Household Economics,