Improving Income Positions of Primary Producers in International Marketing Channels: The Lake Victoria—EU Nile Perch Case

Abstract

Although fair distribution of incomes within marketing channels and systems receives increasing attention in companies' corporate social responsibility policies, the marketing literature offers few insights that may be helpful to initiate projects that improve incomes of primary producers in mainstream marketing channels. This article deals with the question of how projects that aim at increasing primary producers' incomes can be initiated in mainstream marketing channels: Who is the channel member that is best suited to take initiative, and why should it be this partner? The study analyzes problems at primary levels of a fresh fish channel from East Africa to the European Union, and it examines from downstream whether channel partners are aware of the problems and how responsible they feel for them, and it assesses their willingness to take action. Propositions on the initiation of projects that improve primary producers' incomes are developed and implications are discussed.

Strategic Corporate Responsibility in the Food Chain

“…Ideally, each member of the chain would address the relevant CR issues in its internal value chain (e.g. animal health in farms, proper slaughter in production, fresh meat in retail) but often the most powerful chain members set the direction of the chain (Kambewa et al, 2008). From a competitive point of view, as strategic CR is much about aiming at a unique position by doing things differently from competitors (Porter and Kramer, 2006) the CR combination must be unique.…”

The Biogeographical Foundations of African Marketing Systems

“…Many studies in marketing and related disciplines, such as economics and economic history, have contributed to our understanding of the characteristics of African marketing systems. These studies may take the form of specific cases (Arnould 2001;Arnould and Mohr 2005;Bohannan and Dalton 1962;Kambewa et al 2008) or more general descriptions and analyses at macro levels (e.g. Fafchamps 2004;Hopkins 1973).…”

The humble sardine (small pelagics): fish as food or fodder

“…Malnutrition can include being under-or overweight, due to the correct nutrients not being consumed [39]. Malnutrition is not only caused as a result of a shortage of food, but is a result of a lack of nutritionally adequate food [38]. South Africa, a middle-income country, faces this "double burden" of malnutrition: both undernourishment and obesity [40].…”

“…Over 30% of people in the world are reported to be iron deficient, including up to 50% of pregnant women and children in developing countries, with approximately two billion being anaemic [3,38]. Lack of iron impairs cognitive development, growth and immune function, very often resulting in suboptimal performance at school and in adulthood [38]. Fish added to the traditional blend of staple diets will increase the utilisation of micronutrients, indirectly boosting the immune system.…”