Hang Together Or Hang Separately Challenges for Entrepreneurs and Policymakers in the Swedish Agri-Food Value Chain

Abstract

In this paper we describe and analyze how different actors along the agri-food value chain (producers, processors, wholesale, retail, restaurant/meal and consumers) perceive challenges. The study is conducted in the county of Halland, situated in the southwest of Sweden. Halland – and Sweden – is categorized by high production costs and by strict laws regarding animal welfare, food production and food safety. The empirical data has been gathered through 20 semi-structured interviews conducted with actors along the agri-food value chain; four primary producers, five processors, four wholesale firms, two retail firms, four restaurants/meal services and one consumer organization. The interviews, which lasted 30-60 minutes, were recorded, transcribed and analyzed through content analysis. The findings, in terms of identified challenges in the agri-food value chain are; (i) collaboration between companies, (ii) distribution and logistics, (iii) marketing, (iv) lack of skilled staff, (v) earning needs of the entrepreneurs/managers, (vi) sustainability, (vii) the consumer perspective, (viii) publicly funded development projects and (ix) public procurement. Actors in the agri-food chain need to cooperate with other-orientation and win-win perspectives. Public organizations and public policy should be oriented towards supporting the weak links of the agri-food chain; above all logistics and marketing/brand creation. Further research ought to focus on how the changed perceptions and demands of incoming consumers will influence the cooperation in the agri-food value chain.