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Small farmer suppliers from local to global


  • Leguizamon, Francisco
  • Selva, Guillermo
  • Santos, Manuel


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.

Suggested Citation

  • Leguizamon, Francisco & Selva, Guillermo & Santos, Manuel, 2016. "Small farmer suppliers from local to global," Journal of Business Research, Elsevier, vol. 69(10), pages 4520-4525.
  • Handle: RePEc:eee:jbrese:v:69:y:2016:i:10:p:4520-4525
    DOI: 10.1016/j.jbusres.2016.03.017

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    References listed on IDEAS

    1. Wagner, Stephan M. & Boutellier, Roman, 2002. "Capabilities for managing a portfolio of supplier relationships," Business Horizons, Elsevier, vol. 45(6), pages 79-88.
    2. Fawcett, Stanley E. & Jones, Stephen L. & Fawcett, Amydee M., 2012. "Supply chain trust: The catalyst for collaborative innovation," Business Horizons, Elsevier, vol. 55(2), pages 163-178.
    3. Thomas Reardon & Julio A. Berdegué, 2002. "La rápida expansión de los supermercados en América Latina: desafíos y oportunidades para el desarrollo," Revista Economía, Fondo Editorial de la Pontificia Universidad Católica del Perú, issue 49, pages 85-120.
    4. Rábade, Luis Arturo & Alfaro, José A. & Álvarez Gil, María José, 2006. "Buyer-supplier relationships influence on traceability implementation in the vegetable industry," DEE - Working Papers. Business Economics. WB wb060502, Universidad Carlos III de Madrid. Departamento de Economía de la Empresa.
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