The Search for Value and Meaning in the Cocoa Supply Chain in Costa Rica
Qualitative interviews with participants in the cocoa ( Theobroma cacao ) supply chain in Costa Rica and the United States were conducted and supplemented with an analysis of the marketing literature to examine the prospects of organic and Fairtrade certification for enhancing environmentally and socially responsible trade of cocoa from Costa Rica. Respondents were familiar with both systems, and most had traded at least organic cocoa for some period. However, most individuals said that they were seeking better product differentiation and marketing than has been achieved under the organic and Fairtrade systems. Many suggested that more direct recognition of individual growers and the unique value of their cocoa throughout the production chain would be more helpful than certification for small companies in the cocoa supply chain. These findings suggest new marketing techniques that convey an integration of meaning into the cocoa and chocolate supply chain as a differentiation strategy. This involves integration of the story of producersâ€™ commitment and dedication; shared producer and consumer values of social and environmental responsibility; and personal relationships between producers and consumers. This marketing approach could enhance the ability of smaller companies to successfully vie with their larger competitors and to produce cocoa in a more environmentally and socially acceptable manner.
References listed on IDEAS
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- R. Kaplinsky, 2000. "Globalisation and Unequalisation: What Can Be Learned from Value Chain Analysis?," Journal of Development Studies, Taylor & Francis Journals, vol. 37(2), pages 117-146.
When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:4:y:2012:i:7:p:1466-1487:d:18798. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (XML Conversion Team)
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
If references are entirely missing, you can add them using this form.
If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.
Please note that corrections may take a couple of weeks to filter through the various RePEc services.