The impact of public and private standards on the beef chain co-ordination: an exploratory study

Abstract

This study focuses on the strategic response of Brazilian beef chains to the food standards, specially related to changes in chain co-ordination. Public and private sector have been enforcing strict food standards. The empirical approach employed in the study is based on qualitative methods. First, a rapid appraisal identified the profile of the beef chain and then, case studies were carried out in two marketing channels: export and supermarkets own brand. From a managerial perspective, the results suggest that investments in management capacity to new forms of organisation and brandings have to be considered. On a public policy level, the results suggest that public sector needs to help small and medium sized chains to meet standards, In particular, the response to credence attributes is an important driver to the use of strategies of co-operation.