Agribusiness chains globally are under increasing pressure to become more efficient (Soosay et  al., 2012). Fresh produce supply chains face additional challenges, as they are characterized by over-supply, seasonal gluts and commodity orientation (Fearne and Hughes, 1999). Fresh-produce supply chains have been slow to adapt their strategies to these challenges, accepting the fate of a commodity supply chain by supplying high-volume, unbranded products with little differentiation; focusing mainly on price (Clements et al., 2008).