Fruit and Vegetable Quality

CHAPTER 13

Integrated Quality Management Applied to

the Processed-Vegetables Industry

JACQUES VIAENE

XAVIER GELLYNCK

WIM VERBEKE

INTRODUCTION

A positive product perception by consumers is the base for increasing
consumption, while a negative perception results in passive consumer
behavior. The research question in this chapter centers on potential ac-
tions and communications to stimulate the consumption of processed
vegetables. The research project is concerned with identifying the key
factors that create the competitive advantagefor processed vegetables
and with formulating appropriate strategies to ensure that these advan-
tages within the agri-food chain are fully exploited in the future.
The aim of the research is twofold: (1) to identify topics within Inte-
grated Quality Management (IQM) in the processed-vegetables sector
that correspond with consumer requirements, and (2) to develop com-
munication about these topics within the IQM system to the consumer,
focusing on competitive advantage.
This chapter emphasizes the state of the art related to quality man-
agement. Recent introductions of several relatively new concepts in the
field of management will be presented, namely, Supply Chain Manage-
ment, Efficient Consumer Response, Total Quality Management and
Integrated Quality Management. The drivers of these changes in man-
agement will be described focusing on the creation of competitive
advantage. A case study on quality management in the processed-
vegetables industry will then be introduced. After discussing the research

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