ABSTRACT
The reduction of subsidies for conventional agriculture, among other changes in the food industry, has moved some food producers in the direction of alternative products and distribution channels. Online business offers opportunities for marketing and trade of regional products and creates direct links with customers as an alternative to wholesale distribution. The strategic employment of Information and Communication Technology (ICT) depends on the level of a firm’s awareness of its value and potential applications. Moreover, performance also depends on internal resources such as knowledge and administrative capacity, and earlier experiences with ICT.
