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Forecasting a scenario of the fresh tomato market in Italy and in Germany using the Delphi method

Forecasting a scenario of the fresh tomato market in Italy and in Germany using the Delphi method Purpose – The research presented in this paper aims at giving a forecasting scenario of the fresh tomato industry in Italy and in Germany, through the analysis of the different drivers which influence the trends of the fresh tomato market. Design/methodology/approach – The Delphi method was applied in order to obtain judgments of different experts regarding the driving forces of the fresh tomato industry in Italy and in Germany. A total of 14 experts of the fresh vegetables market participated in a three‐rounds survey; a qualitative analysis of experts' judgments drew to a possible future of the fresh tomato industry. Findings – From the results it is possible to conclude that the service in the offer of the products will mostly influence the trend of the fresh tomato industry; this includes marketing, communication, quality certifications, special packaging (as ready to eat products). Furthermore variety selection and typicality of the product will play, as well, a fundamental role in the market trend of the fresh tomato. Research limitations/implications – The research is based on a small sample of experts, using a qualitative approach. Therefore these findings may strongly depend on the choice of the subjects. Practical implications – The results may offer useful suggestions to managers and practitioners on the most promising strategies for the future. Originality/value – On the methodological side, this study represents a useful contribution to qualitative food research, since the Delphi method approach was rarely used in the past. In addition, it has not been previously used in forecasting a possible scenario in the fresh vegetables industry. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png British Food Journal Emerald Publishing

Forecasting a scenario of the fresh tomato market in Italy and in Germany using the Delphi method

Claudia Bazzani; Maurizio Canavari
British Food Journal , Volume 115 (3): 12 – Mar 15, 2013
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References (26)

Publisher
Emerald Publishing
Copyright
Copyright © 2013 Emerald Group Publishing Limited. All rights reserved.
ISSN
0007-070X
DOI
10.1108/00070701311314246
Publisher site
See Article on Publisher Site

Abstract

Purpose – The research presented in this paper aims at giving a forecasting scenario of the fresh tomato industry in Italy and in Germany, through the analysis of the different drivers which influence the trends of the fresh tomato market. Design/methodology/approach – The Delphi method was applied in order to obtain judgments of different experts regarding the driving forces of the fresh tomato industry in Italy and in Germany. A total of 14 experts of the fresh vegetables market participated in a three‐rounds survey; a qualitative analysis of experts' judgments drew to a possible future of the fresh tomato industry. Findings – From the results it is possible to conclude that the service in the offer of the products will mostly influence the trend of the fresh tomato industry; this includes marketing, communication, quality certifications, special packaging (as ready to eat products). Furthermore variety selection and typicality of the product will play, as well, a fundamental role in the market trend of the fresh tomato. Research limitations/implications – The research is based on a small sample of experts, using a qualitative approach. Therefore these findings may strongly depend on the choice of the subjects. Practical implications – The results may offer useful suggestions to managers and practitioners on the most promising strategies for the future. Originality/value – On the methodological side, this study represents a useful contribution to qualitative food research, since the Delphi method approach was rarely used in the past. In addition, it has not been previously used in forecasting a possible scenario in the fresh vegetables industry.

Journal

British Food Journal – Emerald Publishing

Published: Mar 15, 2013

Keywords: Agricultural products; Delphi method; Judgement of experts; Scenario forecast; Tomato; Germany; Italy; Food industry; Fruits

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