Consumer-producer alliance in the food chain: rationales and evolution of Sanchoku
Subject
Abstract
In the course of the rapid industrialization and urbanization in Japan since the late 1950’s, the food supply chain has undergone drastic changes involving the many actors between producers and consumers. These are collectors, processors, wholesalers, retailers and food businesses, which have all contributed to the provision of value-added food products that offer both variety and convenience, thus bringing higher consumer satisfaction. At the same time, the extended supply chain has increased the distance from farm to table, causing a number of problems associated with the asymmetric information between producers and consumers. Historically, consumers have shown discontent with hazardous food additives, chemical residues, inadequate labeling and the high price of products, while producers have often suffered from low, volatile prices, the dumping of surplus products, and a lack of knowledge about consumer preferences.