The Value Braid: The ins and outs of the produce business

Dr Hans Maurer paints a clear picture of the fresh produce value chain, forcing readers out of their comfort zones and into thinking critically about operational and strategic matters taken for granted. Through an informative yet often humorous narrative Hans takes you through a learning journey using CON-factor analysis. CON-sumer, CON-straint, CON-flict, CON-sistency, CON-fidence and CON-trol elements are discussed and analysed in order to provide a deeper understanding of what happens to fruits and vegetables beyond the farm gate, with particular reference to the supermarket industry.