"NaturaBeef": a label in producers hands since 25 years | "NaturaBeef", un label aux mains des producteurs depuis vingt-cinq ans
2005
Damary, P. (Service romand de vulgarisation agricole, Lausanne (Switzerland))
Despite changing market environment, the food label «NaturaBeef» successful assures to all the members of the supply-chain a good feed-back of image and quality increase in value. This article presents the «NaturaBeef» case study undertaken within the European research project «Sus-chain». The case study analyses the beef meat market context in Switzerland and describes the development of «NaturaBeef» label using the actor-network theory. The ASVNM (Association of suckling cow producers of Switzerland), owner of the label, was created in 1977. It successfully manages the marketing of its produces with a strong alliance with a major distributor. The article ends with some considerations on the success factors of this very interesting supply chain.
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