“Partnership in produce”: the J Sainsbury approach to managing the fresh produce supply chain

Points out that consumers are turning increasingly away from specialist retailers towards supermarkets for their fresh produce requirements, and looks at how supermarket chains are responding. Notes that major retailers are starting to focus on building longer‐term relationships with key suppliers. Discusses J Sainsbury’s “Partnership in produce” agreement with ENFRU, one of the UK’s principal fruit suppliers, examining the marketing strategy behind it, the key points incorporated into the scheme and the benefits for the consumer, retailer and supplier.