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    Vegpro Group: Growing in Harmony

    Bell, David E. ; Milder, Brian ; Shelman, Mary L.

    English , Spanish

    • Reference: HBS-508001-E

    • Year: 2007

    • Number of pages: 26

    • Geographic Setting: Europe;Kenya;United Kingdom

    • Publication Date: Dec 6, 2007

    • Fecha de edición: Feb 3, 2017

    • Source: HBSP (USA)

    • Type of Document: Case

    • Industry Setting: Agribusiness;Agriculture, forestry, fishing & hunting;Food

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    Description

    Vegpro, a horticulture company, is Kenya's largest exporter of fresh vegetables and flowers to top supermarkets in the U.K. 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.

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    Keywords

    Business ethics Consumers Customer satisfaction Developing countries Environmental sustainability Government regulations Growth strategy International business Natural resources Operations and processes Small & medium-sized enterprises