Consumer Focus
The price final consumers are willing to pay drives all value in the value chain. Hence, a value chain needs to understand how different groups of consumers in its markets value different attributes associated with the value chain’s food and fibre products. This allows the value chain to:
Understand market segments willing to pay a premium for attributes associated with its products.
Engage with consumers to describe its products’ attributes in ways that its consumers will understand.
Deliver on the claims it makes about the attributes of its products through trusted systems of validation.
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