Abstract
The paper analyses the selected group of fruit and vegetable producers in terms of answers to three key research questions: which is an innovation in the examined group, how the added value is created and how this group interacts to the local rural community. The selection of this organization for research in the Malopolska province was based on criteria such as organizational innovation, uniqueness of the solution and cooperation with the ODR. Source data was obtained by the direct interview method conducted by the authors with representatives of the Management Board. It was found that the Group is a unique example of vertical integration „forward” and capturing added value from the market by eliminating all intermediaries. It is a business model that covers the whole supply chain, i.e. from the field to the store shelves. The high quality of the products and the large variety of them make it possible to achieve high income and invest in further development. The Group has created new jobs in the local environment, disseminates good practices in orchards, production and processing, and through taxes and sponsorship contributes to the economic development of the local community.
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