Abstract

The purpose of this assignment is to undertake research into existing MonaVie berry production experience with high quality market and marketing information. This report provides information about the MonaVie Company, its business, areas of works along with the criticism it is engulfed in the recent years. The report also discusses its various areas of functioning including its social sector in which it is doing a commendable job towards the socio-economic development of Brazil.

Sun Belle Berries

Introduction

Processors and exporters

In 2007 there were 74 firms engaged in the export of fresh and frozen raspberries from Chile (PROCHILE, 2009a). Most of the leading firms in the sector are Chilean-owned, and at least 15 of these source fruit from within the comuna of Yerbas Buenas. Several leading companies have raspberry processing facilities in the comuna itself or close by. Most of the firms rely primarily on blueberry or strawberry exports as opposed to raspberries, and for all firms, the US is a highly significant market. Smaller firms tend to concentrate on exports of either fresh or frozen berries, and the level of product diversification is much lower. Beyond these generalisations, the firms are highly heterogeneous, and this is consistent with the situation within the berry sector at the national level, which is characterised by many small to medium scale firms and high competition. In order to illustrate the diversity and dynamism present at the processing and exporting node of the chain clustered around Yerbas Buenas.

Raspberries Supply Chain

The way that the raspberry value chain is coordinated and governed is significant for primary producers, because it has major implications for their access to markets (Humphrey & Schmitz, 2001). While agri-food globalisation has unfolded unevenly, with varied implications for the food retail sector globally (Biénabe et al., 2007), a clear trend in North America and Western Europe has been the consolidation of market share by large supermarkets. In the case of horticultural produce in general, and specialty produce like berries in particular, supermarkets have increasingly sought control over agri-food supply chains in order to ensure product quality and continuity of supply, and to achieve traceability. The need to control upstream segments of the chain has arisen out of intensifying competitive pressure on retailers to innovate and compete on the basis of product quality and differentiation; rising demands from consumers and NGOs for ethical sourcing and sustainable production; and increasing legal requirements for retailers to safeguard consumer health and safety (Dolan & Humphrey, 2004). The latter factor is of particular importance in the US market, where the national regulatory framework is focused on science-based risk mitigation, and retailers and food handlers are motivated to avoid corporate legal liability for non-compliance with applicable food safety laws and regulations (Skogstad & Carruth, 2006). Regulation for food safety in the EU is also oriented towards public health and safety, but places more emphasis on engaging with and informing consumers about the social and environmental sustainability of food production (König, 2006).

The wide range of national regulatory environments, and public and private ...