Supply chain integrity desirability analysis

This project will explore the supply chains and relationships that exist between Australian processors/exporters and the final retail customer. Consumers believe that product in high end retailers, with few steps between processor and final customer, has implicit trust, whereas product in low transparency wet markets requires scrutiny.

The research focuses on exploring the proposition that there is a middle market where consumers are still prepared to pay a slightly higher price for enhanced integrity. Meat & Livestock Australia (MLA) hypothesizes that such segments exist and technological solutions to providing information and assurances may add value to these mid-tier segments.