The role of logistics in value proposition for new circular business models : case of by-products in South Mediterranean[Le rôle de la logistique dans la proposition de valeur pour de nouveaux business models d'économie circulaire : cas des produits dérivés d'Agrumes en Méditerranée du Sud Auteurs]

Circular economy, as opposed to the linear model, aims to reuse resources in order to reduce waste and enhance the value of by-products, thereby reshaping the concept of value. This approach requires a transformation of business models, integrating monetary, intangible, social, and environmental dimensions. The use of circular economy models is particularly relevant in the agri-food sector, especially in the valorization of fruit waste such as citrus peels. Three valorization strategies are identified: raw sale (compost, bioenergy), extraction of components (pectin, oils), and creation of bioactive products. This research adopts a qualitative case study approach. Rooted in an experimentalist and abductive logic, it is based on an interaction between theory and practice. Seven companies from three Mediterranean countries (Algeria, Egypt, Tunisia) were studied through observations, workshops, and interviews. The collected data helped define logistical needs, propose a common circular model by combining the Canvas model with the corporate planning principles, which relevance is assessed with the stakeholders involved. The circular business models thus defined allow obtaining applicable solutions having strong managerial involvement.