n Agrekon - A consumer-orientated study of the South African beef supply chain

Volume 50, Issue 1
  • ISSN : 0303-1853
  • E-ISSN: 2078-0400
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This study attempts to determine the extent to which the South African consumers' needs and demands for beef have changed, as well as to identify opportunities and to assess whether the beef value chain is positioned to meet these changes in a bid to improve the delivery of customer value. Consumer, supply chain and network analyses are critical to finding an optimal solution that is sustainable enough to meet the changing environment. Industry-specific information regarding the structure and function of the beef value chain was gathered through interviews with industry leaders and experts; and specific consumer information was gathered through a consumer survey. The South African beef industry, like many other South African supply chains, is challenged by the increasing complexity and demand brought about by globalisation, increased volumes and competition, the shortage of skilled staff and pressures to meet changing customer needs. Consequently, the power has shifted from the supply side to the consumer. Although the industry has a good reputation, good management practices can further increase consumer confidence in beef.

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