Farm to Fork: Exploring
Stakeholder Perspectives
Ivor O’ Donovan
Tony Quinlan
Tony Barry
WIT
Research Context
Fáilte Ireland: National Food Tourism
Implementation Framework 2011-2013 identifies
two aspects that may help us to enhance food
culture.
– Promoting Food Culture
– Expanding the number and variety of authentic
high quality food experiences in key
destinations across the country
Research Objectives
• Assess the extent to which direct chain supply chain
relationships are considered by stakeholders.
• Explore the mutual is benefits of direct chain supply chain
relationships among stakeholders.
• Assess the impact of the barriers and challenges faced by
stakeholders when engaging in direct chain supply chain
relationships.
• Develop for a framework of tangible recommendations,
initiatives, and solutions to build a more cohesive approach
to direct chain supply chain relationships.
Methodology
• Articulate Purpose
• Determine from whom information is to be
sought
• Determine the structure and questions
• Plan and Execute Focus Group Sessions
Focus
Groups
Industry Practitioners (n=18)
Stakeholders (n=15)
Perceived Benefits arising from Engagment in
Direct Supply Chain Relationships
Perceived Challenges associated with the
Formation of Direct Supply Chain
Relationships
Financial: Value for money and Associated price.
Financial: Economic Environment*, Credit terms,
Value for money, Credit Facilities.
Service: Delivery, Reliability, Responsiveness,
Levels of service, Consistency, Flexibility.
Operational: Similarities, however also concern
regarding Customer Focus, Wastage, Availability
of Produce, Number of Suppliers.
Product: Quality, Freshness, Variety,
Authenticity*, Standard, Seasonality.
Product :Variety, Product Sophistication*,
Quality and Standards.
Sustainability: better purchasing policies, Greater
Utilisation of Local Produce, Ethical and Social
Responsibility*.
Sustainability: Trust, Communicating
Provenance*.
Relationships: Improved Communication, Trust,
Better Information Supply.
Relationships: Time Consuming, *Unity among
stakeholders, developing trust, *Co-operation v
Competition
Traceability: Improved Product Knowledge
Traceability: Hard to Establish Supply Route,
Variance of Product Detail Provided*
*Regional: Destination Image,* Authenticity*
Regulatory: Breath of Regulation,* Associated
cost of Compliance*
*Strategic: Improved Perception*, Building
Awareness*, Promotion of Food Culture*
*Customer: Requirement for Improved
Communication*, Keeping Abreast of Trends*
Summary
Findings show that there is a requirement for a
more proactive and strategic approach to
support direct food supply chain relationships
in Ireland; what is essential is a collaborative
approach between the agribusiness, hospitality
and tourism sectors so that competitive
advantage can be attained equally by all
parties. Such an approach calls for both
national and regional initiatives that embrace
connectivity and creativity between
stakeholders.
Recommendations
• There is a requirement for clear unambiguous national policy in the
area of direct supply chain relationships.
• Building awareness of food product knowledge and sustainability is an
additional means by which to develop and support direct supply chain
relationships.
• A consumer-directed campaign of promotion in relation to the value
and contribution of direct supply chain relationships from an
environmental, health, economic and societal perspectives.
• Fostering direct supply relationships can only be delivered through the
creation of strong regional networks that facilitate interactions and
collaboration between food producers and hospitality providers.