ABSTRACT
This chapter describes how the UK food industry has experienced concentration in most parts of the supply chain, initiated by powerful multiple retail buyers. The success criteria of any program—such as implementing database marketing practices—should be carefully defined to draw a clear linkage between the actions taken during the course of the change initiative and the achieved. Many influential governmental and nongovernmental agencies therefore encourage farmers to engage in closer relationships, or even partnerships, with food retailers and other parties in the meat supply chain. Market orientation, part of relationship marketing, dictates that companies must obtain and effectively use relevant information about customers to drive customer satisfaction and, in turn, build loyalty. The UK fresh produce industry is dominated by a few large companies that operate on a national level, though some companies also operate on a European or even global scale.
