What do farmers and consumers want from the German food retail sector in terms of its role in the Value Chain
2022
Faletar, Ivica | Mergenthaler, Marcus | Christoph-Schulz, Inken Birte
The German food retail sector is considered the key factor on which the satisfaction of consumers and farmers depends. However, it sees its role and actions differently than farmers and consumers would. This is the reason why these two groups want certain changes in food retailing. This study examines what farmers and consumers expect from food retailers. The results show that changes in three areas are needed: Marketing strategies, standards and pricing. The desired changes confirm that retailers need to make more efforts to meet demands and expectations of farmers and consumers.
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