Retail Buyers and their Fresh Produce Suppliers: A Power or Dependency Scenario in the UK?

This article extends the IMP interaction approach into horticultural marketing in the United Kingdom. Firstly, the stages in the development of retail buyer‐supplier relationships are categorised,secondly, the principal characteristics of the interaction elements are highlighted and, thirdly, the concept of demand and supply portfolios are introduced to explain the strategy adopted by both parties.