Kim-Yen Phan-Thien - Marketing Hami melon in Shanghai, China

Document created by Kim-Yen Phan-Thien on Aug 22, 2014
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  Publication Details (including relevant citation   information):

  Phan-Thien, K-Y, Wei S, Li XW (2006) Marketing Hami melon in   Shanghai, China. Acta Horticulturae  699, 357-364.


  This research establishes consumer requirements for Hami melon in   a major market, examines industry constraints to fulfilling these   requirements, and discusses how the supply chain could be   improved to better satisfy the market. Findings are based on the   results of a consumer survey and sensory evaluation conducted in   Shanghai in 2004, and on previous studies of the Hami melon   supply chain. The results indicate that consumers demand mature,   highly sweet, Hami melon with maximum visual quality and a long   storage life. Direct supply to supermarkets and the provision of   pre-cut and ‘green’ melons represent growing markets for   potential exploitation. The supply of high quality melons of   optimal maturity necessitates coordinated post-harvest   management, which requires chain members to have a long-term,   ‘whole chain’ perspective. This is unlikely in the existing   supply chain, which is fragmented, transaction-based and   encourages short-term decision-making for immediate benefit.   Consolidation at the farmer level through self-managed groups   would be an effective basis for the development of a more   integrated supply chain, but will require considerable motivation   and willpower from within the industry, as well as government   assistance, particularly in terms of policy that supports equity   and transparency in members interactions and protects industry   innovations such as branding.

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