Integrated food supply chains: the case of variety clubs in the fruit sector

Competitiveness and economic development of the fruit sector are hampered by manifold conditions. In recent times, the creation of an exclusive fruit brand turns out to be a valid strategy to counteract such challenges. Specifically, the so-called “variety club” leads the sector to benefit from an organizational model that relies upon a strong integration and a coordinated approach amongst actors. In this sense, it is an over-structure made up of the several subjects of the chain, which operate under formal contracts to be provided with exclusive goods and services and gain individual utilities. A large array of management schemes differ for levels of arrangements and control, with several forms in between. As a result, a complex structure emerges, depicting a dense and interconnected network of skills. Based on the general organizational structure of clubs, the study at hand is rather a concept paper, aimed exploring the subjects involved. Particularly, it elucidates various subjects who take part in the club model, explores strength relationships amongst them and sheds light on their bargaining power. Lastly, some insights are given for the improvement and future implementation of the model.