This particular supply chain has been chosen as a case
study because it is a complete chain starting from the breeder
to the end consumer. Also, this chain experiences problems
with information flow throughout the entire chain. Breeder
and growers do not receive feedback about their products
from the supermarkets. Information sources are not always
clear for all members of the chain. For instance, growers
implemented EUREP-GAP (the global certification of Good
Agricultural Practices, GAP, developed by the Euro-Retailer
Produce Working Group, EUREP) based on the supposed
requirements of German supermarkets, while German
supermarkets were not aware of those requirements. This
lack of information complicates the improvement of the
performance of the overall supply chain
This particular supply chain has been chosen as a case
study because it is a complete chain starting from the breeder
to the end consumer. Also, this chain experiences problems
with information flow throughout the entire chain. Breeder
and growers do not receive feedback about their products
from the supermarkets. Information sources are not always
clear for all members of the chain. For instance, growers
implemented EUREP-GAP (the global certification of Good
Agricultural Practices, GAP, developed by the Euro-Retailer
Produce Working Group, EUREP) based on the supposed
requirements of German supermarkets, while German
supermarkets were not aware of those requirements. This
lack of information complicates the improvement of the
performance of the overall supply chain
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