Small farmer suppliers from local to global

This case study analyzes Walmart's initiative to purchase directly from small fruit and vegetable farmers in developing countries through its Global Direct Farm Program by recounting the development of its predecessor, the Tierra Fértil (Fertile Soil) program in Central America. This case demon...

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Bibliographic Details
Published in:Journal of business research 2016-10, Vol.69 (10), p.4520-4525
Main Authors: Leguizamon, Francisco, Selva, Guillermo, Santos, Manuel
Format: Article
Language:English
Subjects:
Agricultural production
Agricultural supply chain
Agriculture
Best practice
Case studies
Central America
Emerging strategy
Farmers
Management mindfulness
Retail stores
Small farmers
Studies
Suppliers
Wal-Mart International
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Summary:This case study analyzes Walmart's initiative to purchase directly from small fruit and vegetable farmers in developing countries through its Global Direct Farm Program by recounting the development of its predecessor, the Tierra Fértil (Fertile Soil) program in Central America. This case demonstrates how the program creates both economic value for the company and social value for participating farmers. Importantly, the case reveals general learning during the program's successive stages, the close relationship between the company and suppliers, and the support provided to farmers to ensure the use of best practices in agricultural production. The case also details the processes required to prepare, plant, grow, harvest, clean, pack, and deliver agricultural products meeting all relevant requirements. This case thus portrays four of the principles of mindfulness as applied to an emerging strategy: (1) do not oversimplify, (2) be sensitive to operations, (3) commit to resilience, and (4) defer to experts.
ISSN:0148-2963
1873-7978
DOI:10.1016/j.jbusres.2016.03.017