Action steps for African Business Schools
2011-05-24 13:56:36 UTC
Case Study: VegPro Group: growing in harmony
Title
VegPro Group: growing in harmony
Author
Shelman, M; Bell, D; Milder, B
Pages
29
Product Type
Reference #
9-508-001
Teaching Note
Institute
Setting
Africa
Year
2007
Keywords
Agribusiness; Consumers; International business; Regulations
Summary/
Abstract
Abstract
Vegpro, a horticulture company, is Kenya's largest exporter of fresh vegetables and flowers to top supermarkets in the UK and Europe. In 2007, Vegpro's business is threatened by growing consumer concern about the environmental impact of food production and transport, including 'food miles'. The case describes the company's growth, which includes the use of owned land and outgrowers for production, the addition of value-added processing to obtain premium prices, and the introduction of global certification to ensure food safety and meet retailer and consumer requirements. The case also discusses the potential impact of increased consumer awareness of ethical sourcing and introduces the potential trade off between local production and economic development
The Impact of AABS Video
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Reports on the AABS Members Meeting 2011 and Responsible Management in Africa Conference 2011
