Quality management can be a confusing concept, partly because peo-
ple view quality relative to their role in the production chain, and there
is no uniformly accepted definition of quality. The question is then which
criteria and/or variables provide an adequate description of quality for
a specific actor in the chain. Figure 1.3 depicts a scheme representing
the production-distribution cycle, indicating the key steps in innovation
and production (Jongen, 1996b).
The consumer is the driving force for product innovation and the con-
sumer generally views quality from the product-based perspective as de-
scribed above. Indeed, products should meet consumer needs, and it is
the task of the marketing department to identify the needs specified for
the type of products that can be produced. A product that meets con-
sumer expectations can rightly be described as having good “quality”
and therefore marketing people, e.g., within a breeding company work
with a user-based definition of quality. The next step is to translate con-
sumer expectations into product characteristics and handling specifica-
tions. Product specifications include size, form finish, flavor, safety,
shelf life and nutritional value. Process specifications include the type
of equipment needed and handling conditions required. Product design-
ers must balance price and quality to meet marketing objectives. There-
fore the focus here is primarily oriented at price and quality. One of the
special features of agricultural products is the large variation in product
quality that can occur as a consequence of seasonal variations, cultiva-
tion practices and cultivar differences. Nevertheless, the producer must
adhere to the design specifications, so the quality focus is reproduction-
oriented. The production-distribution cycle is completed when a prod-
uct has been moved via wholesale and retail outlets to the consumer.
Distribution does not end the relationship between the consumer and the
producer, so service-oriented concepts of quality cannot be ignored by
the producer.
QUALITY AS A STEERING FACTOR FOR
INNOVATION IN THE SUPPLY CHAIN
Production System Characteristics
Product innovation for fresh fruits and vegetables encompasses a num-
ber of characteristics that are specific for food products and that com-
plicate quality control efforts throughout the chain.
Quality as a Steering Factor for Innovation in the Supply Chain 9