Commercialising new cultivars requires a supply chain approach.
Hofman P. J., Ledger S. N.
Author Affiliation: Horticulture and Forestry Science, Department of Primary Industries and Fisheries, PO Box 5083 SCMC, Nambour, QLD 4560, Australia.
: 387-392
Abstract : Product innovation through commercialization of new cultivars presents an opportunity for growth and value creation in horticulture supply chains. Consumers today are presented with an increasing array of products. The growing competition for consumer expenditure requires a whole of supply chain approach to successfully commercialize new cultivars. The supply chain needs to deliver value and satisfaction to the end customer, consumers, and profitability for their members. Critical to getting the product right is developing inherent robustness into the cultivar, and processes and systems through the whole supply chain that maintain product quality and add value. This paper describes our approach to working with a supply chain manager to build an effective supply chain to achieve successful commercialization of a new mango cultivar. The cultivar was primarily selected for good production characteristics and attractive visual appeal. The performance of the fruit is being monitored from farm to the retail shelf to identify points where quality is lost, and practices that need to be improved. A targeted R and D program is investigating practices to improve production efficiency (nutrition, flowering and canopy management), maturity standards to optimize flavour, harvesting and packing practices to reduce skin damage, and ripening and handling practices to optimize saleable life. This integrated approach is based on similar approaches used to improve the performance of existing mango and avocado cultivars.