Organic Marketing

MODULE IV

SUPPLY CHAIN MANAGEMENT
(weeks 5, 6&7)

MODULE OVERVIEW

Introduction

In this module, we introduce the concept of supply chains in the organic agri-food sector and explain the role that supply chains play in transforming the raw food products of farmers into the processed, refined and packaged foods ready for retailing to consumers. It is important to understand how the supply chain system operates to provide for the food needs and wants of consumers by performing the various marketing functions efficiently and effectively. This in turn means that we have to understand what the marketing functions are and why they are important. Then there is the question of who might best perform each marketing function, taking into account the need for managing risks. We also need to appreciate that supply chains can vary in length and complexity, depending on the commodity and the extent of value-adding activities.