In general, growers think that this part is more applicable to
the wholesaler, because the wholesaler collects products. In
the wholesale company and in the distribution center, only
product lateness is not measured, although it is perceived to
be very important. The interviewees argued that the product
has to be in time: mistakes are not allowed and usually do
not happen. From all suggested indicators of
responsiveness, customer complaints and lead-time are
measured by the supermarkets, while others are not. The
reason why the others are not measured was explained by an
interviewee: they usually do not occur. Shipping error is not
measured. Interviewees explain that shipping errors can
happen weekly; however, they are not measured or
documented because they are aware of wrong shipments.
Surprisingly, nothing is done to minimize shipping errors,
although they often occur.