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  • December 2007 (Revised February 2017)
  • Case
  • HBS Case Collection

Vegpro Group: Growing in Harmony

By: David E. Bell, Brian Milder and Mary Shelman
  • Format:Print
  • | Language:English
  • | Pages:26
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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 Shelman. "Vegpro Group: Growing in Harmony." Harvard Business School Case 508-001, December 2007. (Revised February 2017.)
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About The Author

David E. Bell

Marketing
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Related Work

    • December 2007 (Revised February 2017)
    • Faculty Research

    Vegpro Group: Growing in Harmony

    By: David E. Bell, Brian Milder and Mary Shelman
Related Work
  • Vegpro Group: Growing in Harmony By: David E. Bell, Brian Milder and Mary Shelman
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