Traceability as part of Competitive Strategy in the Fruit Supply Chain

The paper discusses traceability as part of information management in fruit supply chains of Emilia-Romagna, Italy. A review of the rules in use for traceability distinguishes between a proper traceability and a traceability plus (T+), embedded of many value attributes. Elements of competitive strategy, considered in the analysis of fruit supply chains of Emilia-Romagna, try to demonstrate that not only strategic but also operative choices determine the way a single firm or filière manages traceability and information issues. Applications of such elements to buyers and sellers selection as well as to competing retailers of the fruit supply chain, verify the hypothesis.