The paradigm of consumer-driven and responsive supply chains: an integrated project approach

Summary

This paper describes an integrated project approach that forms the basis of the studies on consumer-driven innovative and responsive supply chains in ISAFRUIT Pillar 1. This integrated approach leads to a wide range of in-depth results on trends, preferences, and innovativeness of the European consumer in the context of fruit, and on product innovation, chain innovativeness, and transition strategies for the European fruit industry. Differences in, for instance, preferences for different fresh, prepared, and processed fruit products across consumers and across consumption situations, and differences in consumer innovativeness in the context of novel fruit products, lead towards a cross-cultural European segmentation and a variety of consumer-driven fruit chain strategies to valorise the added value of fruit products. Inputs from social, natural, and technical sciences are combined to optimise true consumer-driven innovativeness.