“…In addition to market liberalization, these changes are largely motivated by rapid urbanization and rising living standards. The growing number of urban, middle-class consumers has preferences for higher levels of food quality, food safety, diversity, and convenience (Mergenthaler, Weinberger, and Qaim 2009;Pingali, Khwaja, and Meijer 2007). To meet these emerging preference structures, modern supply chains often adopt increased vertical coordination, with super-and hypermarkets rapidly gaining importance (Boselie, Henson, and Weatherspoon 2003;Neven and Reardon 2004;Reardon et al 2003).…”