Purpose -The purpose of this article is to demonstrate the importance of a strategic approach to collaborative innovation and the use of a value chain research methodology for identifying opportunities for co-innovation. Design/methodology/approach -Value chain analysis is used to map three flows in the Houston Farms value chain; material flow, information flow and relationships. Having diagnosed the current level of co-innovation we then identify improvement projects and opportunities for co-innovation to reduce cost and add value, for the benefit of the value chain as a whole. Findings -The application of the value chain analysis methodology to the Houston Farms value chain revealed the importance of strategy and robust processes in key areas for co-innovation -R&D and new product development. It also revealed that small businesses can enjoy a degree of success as a result of comparative advantage in certain areas but that sustainable competitive advantage cannot occur by chance -identifying the potential for coinnovation is an important first step in the right direction.Research limitations/implications -The value chain innovation roadmap represents a useful framework for exploring the current state and future capability for co-innovation in a value chain. The value chain analysis methodology is an effective diagnostic tool as it focuses on what happens at the interface between stakeholders and how this relates to what final consumers regard as value adding, rather than traditional financial and functional KPIs which make it difficult to explore the competitiveness of the value chain as a whole. Originality/value -The explicit and objective measurement of what consumers value is an important addition to the value chain analysis methodology and the co-innovation roadmap is an original attempt to illustrate the core drivers and capabilities for achieving co-innovation in a value chain. The insights from the case demonstrate the value of this approach to companies who are open to innovation and recognise the need to focus the use of scarce value-adding resources on specific value chains and the needs and wants of final consumers therein.

If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -A number of food safety systems have been implemented in Australia but information regarding the motivators, constraints, costs and benefits of Hazard Analysis and Critical Control Point (HACCP) as a food safety programme, as well as novel verification methods in the meat industry, has been lacking. Design/methodology/approach -Semi-structured reviews were used as part of an industry-level study of 50 per cent of businesses. Findings -Results show that the benefits of food safety systems incorporating HACCP within the meat industry in Australia have been widespread and significant. In particular, Australian firms reported a reduction in rejects/rework/out of specification products, reduction in customer complaints, improved product hygiene, improved morale and an increase in overseas markets. However, this has been at the cost of refurbishment for small businesses, training and the exiting of firms that have not complied/been able to comply with the HACCP requirements. Research limitations/implications -Most of the costs involved with HACCP could not be recouped in the short-term. Also, the unwillingness of small firms to participate in the research had repercussions on the outcome. Originality/value -This article helps to define the HACCP system and will be of interest to those involved in the implementation of it.

Purpose – The final consumer has the exclusive right to define what constitutes value in a product or service. Under increasing pressures of globalization and urbanization, a consumer-focused approach to performance improvement in supply chains can lead to more satisfied consumers and improved returns to growers and retailers. This paper aims to demonstrate that such an orientation, though lacking in agri-food supply chains in developing countries, can mitigate threats to food safety, consumer health and environmental quality. Design/methodology/approach – Data were collected through random survey intercepts (n=418) at different retail outlets for fresh vegetables in Nairobi, Kenya in 2010. Multi-step cluster analysis (Ward Method, K-means) was used to classify fresh vegetable consumers, in terms of their product, production and marketing process preferences. Findings – Four heterogeneous segments in terms of value preferences, behaviour and personal profiles (p<0.05) were derived. They were labelled Prestigious Shoppers (25 per cent), Market Enthusiasts (18 per cent), Ethics Crusaders (41 per cent) and Safety Sceptics (16 per cent). All segments expressed high or moderate preferences for product quality. In addition, the Prestigious Shoppers expressed a moderate preference for customer service. Market Enthusiasts attached the highest values to market conditions and customer service. Ethics Crusaders most highly preferred customer service, while Safety Sceptics most highly preferred safe production. Research limitations/implications – Since it is difficult to predict consumer behaviour precisely, these findings may be contextual. Yet, the segments have unique value preferences despite actors treating them as homogeneous. Ignoring these differences can lead to unsustainable attempts to improve chain practice and policies. Originality/value – This paper is the first of its kind. It advocates for use of universal value profiles as a basis for development of consumer-focused strategies for sustainable performance improvement in agri-food chains in developing countries.

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