This study focuses on evaluating the criteria used by stakeholders (restaurants, industry, and small-scale retailers) to select fruits and vegetable suppliers in Spain, France, and Morocco targeting three selected countries’ specific products and supply chains (fresh tomatoes in Spain, Chestnuts in France, Carob in Morocco). The research consisted firstly of conducting deep interviews (DI) with the main stakeholders in the added-value chain of fruits and vegetables in order to understand factors affecting their decision when selecting suppliers. A special interest was drawn on the criteria “produced by local farmers” in order to determine its relative importance within the stakeholder’s decision-making. Secondly, semi-structured questionnaires were carried out by using the analytic hierarchy process (AHP) to estimate the relative importance of each criterion and to evaluate the weight of the sustainable factors. Data were collected from stakeholders in the food-added value chain with a total sample, equally distributed across countries, of 180 restaurants, 30 industries, and 180 small-scale retailers. The survey was applied during the months of May to October 2022. Research results revealed the most important supplier selection attributes vary according to each country and product category. The role of sustainable criteria in selecting suppliers played an important role in particular in France. Local small farmers were important for local industry as sustainable suppliers but less relevant for restaurants and retailers respectively. Improving the sustainability of the supply chain should focus more on retailers and restaurant marketing strategies when purchasing fruits and vegetables in order to set quotas for locally produced products. This outcome highlights the need for a new and optimized business model in which small local farmers can directly supply local restaurants and retailers and contribute to improving sustainability and ensuring reasonable profit for farmers.This study belongs to the project Lab4Supply “Multi-agent Agri-food living labs for new supply chain Mediterranean systems. Towards more sustainable and competitive farming addressing consumers’ preferences and market changes”. Lab4supply received funding from the European Union under PRIMA-S.2 programme (Partnership for Research and Innovation in the Mediterranean Area) and approved by the National Agencies in Spain “Agencia Estatal de Investigación (AEI)”, in Morroco “Ministère de l’Enseignement Supérieur, de la Recherche Scientifique et de l’Innovation (MESRSFC)” and in France “Agence Nationale de la Recherche (ANR)”. The content of this study reflects only the author’s view and the European Union Agency and national agencies involved are not responsible for any use that may be made of the information it contains.Peer ReviewedObjectius de Desenvolupament Sostenible::12 - Producció i Consum ResponsablesObjectius de Desenvolupament Sostenible::12 - Producció i Consum ResponsablesPostprint (published version
