Demand management in agri‐food supply chains

Purpose – The purpose of this paper is to report findings from a major UK research project covering six agri‐food supply chains, each spanning from farm to consumer. Design/methodology/approach – The paper gives an overview of relevant literature out of which three research questions are posed. The research methodology is then outlined, followed by an overview of the methods used to collect and analyse the case study data. A summary of the research findings is then presented followed by a discussion of the findings in the context of the research questions. The paper concludes with an assessment of the validity of the research followed by some tentative suggestions regarding the need for, and potential benefits of, improving demand management in agri‐food chains. Findings – The research has found that demand management is an area, which in practice is beset by difficulties and inefficiencies, which in turn affects the operational performance of the supply chains. Analysis of the characteristics of demand along the chains demonstrates a propensity for misalignment of demand and activity due to issues such as demand amplification and inappropriate production policies. The paper also identifies a number of operational inefficiencies and inconsistencies, which typically occur in the information systems and data handling procedures within these chains. Originality/value – Suggestions are given as to how demand management processes could be improved through cooperative efforts across the supply chain.