Usually, marketing communication efforts in the agrifood sector address the end consumers and concentrate on products that are processed and ready for consumption, thus quality efforts often concentrate on the final product. Moreover, there’s a widespread view that agricultural commodities...

Several global developments such as diminishing production resources, limits in the availability of water and the growing demand for bio-energy as well as sector-wide crises (e.g. BSE, swine fever, dioxin) have led to a changing attitude of society towards the conse-quences of the food...

readily available, and of the quality and diversity consumers expect. However, prevalent information systems (IS) of companies in the food industry are not ready to support further significant improve-ments. They especially lack the capability to exchange relevant information in an efficient...