Case | HBS Case Collection | December 2007

Vegpro Group: Growing in Harmony

by David E. Bell, Brian Milder and Mary L. Shelman

Abstract

Vegpro, a horticulture company, is Kenya's largest exporter of fresh vegetables and flowers to top supermarkets in the U.K. and Europe. In 2007, Vegpro's business is threatened by growing consumer concern about the environmental impact of food production and transport, including "food miles". The case describes the company's growth, which includes the use of owned land and outgrowers for production, the addition of value-added processing to obtain premium prices, and the introduction of global certification to ensure food safety and meet retailer and consumer requirements. The case also discusses the potential impact of increased consumer awareness of ethical sourcing and introduces the potential trade off between local production and economic development.

Keywords: Customer Satisfaction; Developing Countries and Economies; Ethics; Food; Growth and Development Strategy; Operations; Environmental Sustainability; Agriculture and Agribusiness Industry; Kenya; Europe; United Kingdom;

Citation:

Bell, David E., Brian Milder, and Mary L. Shelman. "Vegpro Group: Growing in Harmony." Harvard Business School Case 508-001, December 2007.