Beauty is not Only Skin Deep: Food Ethics and Consequences to the Value Chain

Authors

DOI:

https://doi.org/10.18568/internext.v14i3.489

Keywords:

Food products, Innovation, Value creation, Labeling, Food Strategy

Abstract

The contemporary context in which the food industry is set up instigates a new product conception towards food ethics. However, how effectively does this perspective materialize on the gondolas of retail chains? In order to bring some elements to discussion, this article presents an exploratory study based on the decoding of information contained in food labels marketed in Brazil. In total, 287 labels regarding four categories (juices, snacks, chocolates, and yogurt) were analyzed using the Reverse Engineering methodology. The results indicate a movement of brand differentiation structured in actions conducted inside (a result of product and process engineering) and outside (regarding relationship engineering along the value chain). In other words, the internalization of innovations in products and processes (inside perspective) and; the development of vertical cooperation and coordination relations outside the company (outside perspective). In this sense, participation in globally connected markets is described as a driver of differentiation strategies regarding ethical aspects in the food processing industry and has direct effects on the vertical structures of firms, as suggested by the value chain literature.

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Author Biographies

Vivian Lara Silva, Faculdade de Zootecnia e Engenharia de Alimentos, Universidade de São Paulo (FZEA/USP)

Professora Associada, Departamento de Engenharia de Alimentos, Economia das Organizações

Marcia Gabriela C. Kasemodel, Faculdade de Zootecnia e Engenharia de Alimentos, Universidade de São Paulo (FZEA/USP)

Mestre pelo PPG Engenharia de Alimentos da FZEA/USP, Estudo do consumidor

Fausto Makishi, Universidade Federal de Minas Gerais (UFMG), Instituto de Ciências Agrárias

Professor Doutor, ICA-Instituto de Ciências Agrárias, Inovação e Tecnologia

Roberta de Castro Souza Pião, Escola Politécnica, Universidade de São Paulo (POLI/USP)

Professora Doutora, Departamento de Engenharia de Produção, Estatégia organizacional

Vinícius Machado dos Santos, Faculdade de Zootecnia e Engenharia de Alimentos, Universidade de São Paulo (FZEA/USP)

Graduando em Engenharia de Alimentos PELA FZEA/USP, Tecnologia de processamento

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Published

2019-08-01

How to Cite

Silva, V. L., Kasemodel, M. G. C., Makishi, F., Pião, R. de C. S., & Santos, V. M. dos. (2019). Beauty is not Only Skin Deep: Food Ethics and Consequences to the Value Chain. Internext - International Business and Management Review, 14(3), 286–303. https://doi.org/10.18568/internext.v14i3.489

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Section

Applied Research Articles