Product details

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Case
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Reference no. 9-508-001
Subject category: Marketing
Published by: Harvard Business Publishing
Originally published in: 2017
Version: 3 February 2017
Revision date: 24-Mar-2017

Abstract

Vegpro, a horticulture company, is Kenya's largest exporter of fresh vegetables and flowers to top supermarkets in the UK and Europe. In 2007, Vegpro's business is threatened by growing consumer concern about the environmental impact of food production and transport, including 'food miles'. The case describes the company's growth, which includes the use of owned land and outgrowers for production, the addition of value-added processing to obtain premium prices, and the introduction of global certification to ensure food safety and meet retailer and consumer requirements. The case also discusses the potential impact of increased consumer awareness of ethical sourcing and introduces the potential trade off between local production and economic development.
Locations:
Size:
USD95 million; 6,500 employees
Other setting(s):
2007

About

Abstract

Vegpro, a horticulture company, is Kenya's largest exporter of fresh vegetables and flowers to top supermarkets in the UK and Europe. In 2007, Vegpro's business is threatened by growing consumer concern about the environmental impact of food production and transport, including 'food miles'. The case describes the company's growth, which includes the use of owned land and outgrowers for production, the addition of value-added processing to obtain premium prices, and the introduction of global certification to ensure food safety and meet retailer and consumer requirements. The case also discusses the potential impact of increased consumer awareness of ethical sourcing and introduces the potential trade off between local production and economic development.

Settings

Locations:
Size:
USD95 million; 6,500 employees
Other setting(s):
2007

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