The AERU Value Chain Compass

Product Quality

Validation

In order to maintain consumer trust in the quality of the value chain’s products, the case studies in the research were using mechanisms to ensure the value chain validated the claims made about the products’ attributes. Some were required by regulation (food safety, for example), while others were based on consumers’ expectations for quality control, traceability and certification.

Some value chains validate their quality claims by meeting the audited standards required to earn a label created by the industry or by a trusted consumer organisation.

Questions for developing a value chain

• How does the value chain validate claims made about its products to external parties, including the use of a certification scheme trusted by its final consumers?

• Does the value chain need to maintain a system of transparency and traceability that is accessible to its final consumers?

• How does the value chain communicate with consumers about its validation and certification mechanisms using language understood by the consumers?