Cattle production in the North West highlands of Vietnam is considered a potential income source in the context of increasing domestic market demand for beef. Demand for high quality product from supermarket and specialty shops has also increased concomitant with an increase in food safety awareness from illegal imports. Consequently, farmers face many challenges in production and marketing as most of them are smallholder in minority ethnic groups living in disadvantaged conditions. In current supply chains, live-cattle selling and transporting from production area to end-market results in spot transactions, with no recognition of supply source. In 2011, a rapid value chain appraisal was undertaken in Son La province to provide information for designing interventions to overcoming technical and market constraints to the emergence of profitable beef enterprises in the North-western highlands of Vietnam. As a result, "a value chain" is created from "traditional supply chain", from a shared vision and common goals to meet specific market objectives through satisfying the needs of consumers undertaken by small- farmers and other stakeholders (Hobbs et al., 2000). The overall objective was to provide information of the whole chain to all stakeholders (farmers, collectors, slaughter houses, local authorities and agencies) and facilitate their participation in intervention design for sustainable and profitable beef enterprises in Son La province.

Item Type:	Conference Extract
Research Division:	Commerce, Management, Tourism and Services
Research Group:	Marketing
Research Field:	Marketing research methodology
Objective Division:	Animal Production and Animal Primary Products
Objective Group:	Other animal production and animal primary products
Objective Field:	Livestock product traceability and quality assurance
UTAS Author:	Bonney, L (Associate Professor Laurie Bonney)
UTAS Author:	Ives, SW (Dr Stephen Ives)
ID Code:	77216
Year Published:	2012
Deposited By:	Tasmanian Institute of Agriculture
Deposited On:	2012-03-20
Last Modified:	2014-04-11
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