PurposeThe purpose of this paper is to discover an uncontested market space in the European fruit and vegetables industry (EFVI), and thereby assess the ex‐ante applicability of the Blue Ocean Strategy of Kim and Mauborgne.Design/methodology/approachThe search for an untapped market space made it necessary to first configure the logic of the Blue Ocean Strategy, which the authors coined the BOS‐framework. Next, the application to the EFVI required a two‐stage research strategy, namely desk research with six case studies, and a large survey.FindingsThe findings confirm that the Blue Ocean Strategy‐framework enables one to identify ex ante an untapped market space, characterized by the combination of sweeties' attributes with fresh fruit. The revolutionary untapped market space which the authors arrived at is “Youngfruit”, targeted at the new buyer group children and teenagers.Originality/valueThe research provides important insights in future key success factors to set oneself apart from competitors and change the rules of the game in the very competitive EFVI. Furthermore, this paper is (one of) the first to assess empirically the qualities and limitations of the Blue Ocean Strategy.
Occasionally, use of antibiotics is necessary to treat diseased animals. Prudent use is however necessary, as antibiotic usage can evoke the selection and propagation of antibiotic resistant bacteria. Antibiotic resistance in pigs is primarily a occupational risk for those who are in contact with pigs. Secondly, contamination of the environment and fresh food may expose the general population to resistant bacteria. Strict hygiene at slaughter (including a zero tolerance on fecal contamination) can prevent the contamination of food with resistant bacteria. Recent experience in The Netherlands shows that obligatory reporting of antibiotic usage and accompanying benchmarking, can result in a marked reduction. Also a ban on use of critical antibiotics (fluoroquinolones and cephalosporins) appeared to be feasible. We hypothesize that good animal health and optimal biosecurity are crucial to further reduce the occurrence and propagation of antibiotic resistance. To support the farmers, veterinarians, and other advisors in these areas, we assumed that the collection of data on health parameters in the slaughterhouse has an added value. Pathological findings is "classical" information about the health of the slaughtered animals. It was studied whether serological results from blood collected in the slaughterhouse, can be complementary information We show that differences in Salmonella-, Mycobacterium avium-and Toxoplasma-status can be used as a derivative of internal and external biosecurity at the farm. Serology on slaughterhouse blood for pathogens of the lung disease complex(e.g. PRRSV and Mycoplasma hyopneumoniae) provides additional information, which can support the animal health management. It is concluded that future challenges lay in exchange of easily accessible information collected in slaughterhouses, development of management alternatives based on this information, and development of additional serological methods.
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