THE SETTING OF AN ELECTRONIC MARKETING SYSTEM FOR FRUIT AND VEGETABLES : PROBLEMS AND CONSEQUENCES

ISHS Acta Horticulturae 155: VIII Symposium on Horticultural Economics

THE SETTING OF AN ELECTRONIC MARKETING SYSTEM FOR FRUIT AND VEGETABLES : PROBLEMS AND CONSEQUENCES

Authors:

J.C. Montigaud, C. Cibenel

Abstract:
This study dealts with the eventual setting of a "veiling", in the Perpignan (far south of France) production markets. A "veiling" is a marketing technic that groups together in one market location, a large range of commodities supplied by farmers of a specific region. In doing so, competition between buyers is increased.

The methodology of this study is a system analysis approach applied to a vertically coordinated production activity: the fresh fruit and vegetable industry of Roussillon. Three parts can be distinguished:

a description of the existing Roussillon fruit and vegetable production and marketing systems, considered as an interconnected set of elements.
a factor analysis of the 1982 Perpignan tomato market; linking that market with other markets, particularly that of Netherlands.
a presentation of the main characteristics of the "veiling" and an evaluation of its consequences on the Roussillon marketing systems.

Finally, the creation of a "veiling" in a geographical area leads to the more general problem of the economic organization of the entire fruit and vegetable industry and of its efficiency.

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