model based on a supposed linear relationship between a quality attribute
and its contribution to flavor and texture. Steenkamp and Van Trijp
(1996) developed more complex multivariate correlations between con-
sumer preferences and product properties for cheese by Hough et al.
(1995) and for meat. The next step in chain-oriented quality modeling
is to connect product properties to chain conditions. One example is the
model that predicts the storage stability of a product with respect to
spoilage and food safety as developed by Zwietering et al. (1994) and
Wijtzes et al. (1995). Modeling of multivariable effects should be based
on insights into the underlying mechanisms. It is to be expected that in
a number of cases this kind of knowledge is not available and we will
have to rely on expert systems or systems based on neural networks that
use existing data to connect the demands of one actor to the specifica-
tions of the preceding actor.
LINKING CONSUMER WANTS TO
TECHNOLOGIES AND RESEARCH
The previous paragraphs have emphasized that continuous innovation
has become a prerequisite for companies to stay into business. This sit-
uation raises the question as to how this can happen and whether tradi-
tional innovation concepts are still valid. To answer these questions at
a strategic level the DFE concept has been developed. DFE is a three-
step approach that enables the establishment of linkages between changes
in the market and the consequences for production systems. The ap-
proach can be used for strategic planning in supply chains of fresh fruits
and vegetables.
The first step is the Desirabilityof new products (market social-
economics and consumer preferences). The second assesses the Feasi-
bilityof the production (technological possibilities and barriers), while
the third step questions Efficacy(organization of production chain). DFE
focuses on how consumer wants can be linked to the necessary techno-
logical developments. Adequate prediction of the type of technological
development needed to respond to market changes is crucial because
choices should be made with regard to the type of primary product and
the (combinations of) handling technologies to be used.
Recently a series of overview studies on future consumer issues have
been performed for the Dutch National Agricultural Research Council