STRUCTURAL ASPECTS OF THE MARKET AND THEIR IMPORTANCE FOR THE FUTURE MARKET POSITION OF SWEDISH HORTICULTURAL PRODUCE
Important structural changes have occurred and been strengthened during the last two decades, both in the distribution and production systems.
The concentration of decision-making in fewer and fewer control-centres (10 control 90% of business already) has opened up considerable synergetic possibilities between production and distribution. This development has however not yet been fully recognized.
New interlocking systems either derived from the growers' or the distributors' side are expected to emerge in the near future. The question is how active the growers and their organizations will be in this process, and how well they will succeed in meeting requirements.
This paper presents the structural background and some thoughts about the consequences of the existing imbalance in power and cognitive capacity between the production and distribution systems for the individual grower.