個案資料

Green Leaf, launched in 2000, was involved in the production, retail, and export of fruits and vegetables. The company procured most of its fruits and vegetables through contract farming. Contract-farming jobs with individual farmers were initiated after receiving orders from export customers and estimating the demand. However, the company faced shortages in its procurement of produce due to the diversion of fruits and vegetables by some contract farmers during the rise in open-market prices for these foods. The challenge for the company was how to ensure an uninterrupted supply of fruits and vegetables to meet the customers’ orders.

The case is appropriate for courses in MBA (master of business administration) and executive MBA programs in addition to undergraduate-level courses. It is especially suitable for courses in agribusiness management, bottom-of-the-pyramid marketing, rural marketing, subsistence marketing, business-to-business marketing, and relationship marketing as well as in strategies for emerging economies. It can also be used in supply chain management courses dealing with procurement issues in emerging economies. After working through the case and assignment questions, students will be able to do the following: <ul><li>Understand the situation of farmers and agriculture in emerging economies.</li><li>Understand the contract-farming model.</li><li> Understand the challenges in the production and procurement of fresh produce.</li><li>Assess the role of formal contracts in contract farming in emerging economies.</li><li>Understand the role of price and its impact on the diversion of fruits and vegetables.</li><li> Understand the importance of building and managing relationships with suppliers.</li></ul>

• buyer-seller relationships, contract farming, supply chain, agribusiness