The AERU Value Chain Compass

Value Co-Creation

A feature of food and fibre value chains is that creation of value for consumers requires collaboration among the partners of the chain. There is no premium, for example, if producers invest in strong environmental stewardship but retailers do not allow this attribute of the product to be seen by potential purchasers. Consequently, a key task for management of the value chain is fostering collaboration for co-creation of value. This includes paying attention to:

• Science to create and validate new sources of value.

• Innovation to implement new sources of value.

• Marketing to make new sources of value visible to the chains final consumers.