Page 21 - Case Study Annual 2018
P. 21
LAA Platinum Award
From seed to salad
Creating a real competitive advantage in the international avocado market.
ZZ2 AIMS to be the benchmark of success in conditions. There can be no supply chain
agriculture and to create sustainable value for certainty without production. (Getting the
all its stakeholders as a living, open system. trees, getting them to grow, getting them to
bear.)
The challenges • Unusual timescales of decision-making –
Challenges in the avocado supply chain it takes fi ve years from seed to orchard
include: to break even. It is not a simple factory
• Perishable products and a distant market production set-up that can be refi tted.
– it takes approximately 40 days to travel Cultivar and orchard development decisions
15,000km and the complexity of the need to be cost-eff ective for 15-25 years.
cold chain and various links in the chain • The large number of partners in the
complicate matters. supply chain, including seed suppliers,
• Seasonality of availability – the company nurserymen, growers, accreditation bodies,
aims to be ready when the supply is low packers, transporters, exporters, shipping
and demand is high, otherwise it is not cost- lines, international authorities, ripeners,
eff ective. The challenge of hitting the ‘sweet distributors and retailers. The company
spot’ of climate, altitude and cultivar. relies on a number of other stakeholders
• Production constraints and the risks of to do their jobs well before it gets its ‘pay
a product that is exposed to climatic day’.
The Logistics News Case Study Annual 2018 19
