Creating Value in the supply Chain for Australian Farmed Barramundi: Whole of Chain Perspective

This article investigates 4 key areas of supply chain management to identify opportunities to create value for Australian farmed barramundi. These key areas are product attributes, material flow, information flow, and relationships. This exploratory study forms the first stage of a value chain mapping study. Based on data gathered from 13 in-depth interviews, 7 with farmers and 6 with wholesalers/retailers, a preliminary map of the value chain for Australian farmed barramundi was developed. From a producer perspective, 3 key issues emerged: lack of collaboration, inconsistency of product quality, and lack of knowledge of what consumers value. Although wholesalers/retailers identify product consistency as a key issue, they further identify product dumping and the growth of imports as areas of major concern. These findings laid the foundation for strategy development at both the individual and industry level. The insights from this case highlight the value of chain analyses as a diagnostic tool for strategy development