Channel choice under esthetic specifications and producer information in agricultural supply chains
Nina Mayer1, Sandra Transchel1, Mirjam Meijer2
1Kuehne Logistics University, Germany; 2Technical University Eindhoven
Growing consumer demand for sustainable food and transparent supply chains, makes direct-to-consumer sales an attractive alternative for farmers, next to the retail market. We study how a dual-channel structure can improve an agricultural food supply chain’s profitability and sustainable transformation, considering the effect of random crop-yield, customer appreciation of additional producer information, and esthetical requirements of retailers.