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Simulating impacts of marketing strategies on pineapple growers and grower organizations' profits on Reunion Island

Pissonnier S., Dorey E., Michels T., Le Gal P.Y.. 2015. In : Bellon Stéphane (ed.), Bertin Nadia (ed.), Favery Armelle (ed.), Girerd-Potin Caroline (ed.), Jouinot Simon (ed.), Penvern Servane (ed.), Simon Sylvaine (ed.), Urban Laurent (ed.), Warlop françois (ed.). ISHS International Symposium INNOHORT : innovation in integrated & organic horticulture. Program and abstract book. Avignon : ISHS, p. 45-45. International Symposium on Innovation in Integrated and Organic Horticulture (INNOHORT), 2015-06-08/2015-06-12, Avignon (France).

Fruit Grower Organizations (GO) may potentially sell growers' fruits on different markets (local, export, industry, organic, etc.). Selecting markets combine (i) considerations regarding prices offered, required quantity, and quality specifications and (ii) growers' abilities to supply required batches at a cost satisfying both GO and growers' profits. This communication presents an approach aiming to support GO and growers designing marketing strategies fulfilling their economic objectives and fruit buyers' requirements. This approach has been developed in the frame of the Queen Victoria pineapple production on Reunion Island, which amounts for 16 million tons dedicated to a steady local market but a growing demand from export and industry outlets. It is based on the coupling of two simulation tools, which assess economic impacts for a pineapple GO and its growers of a given marketing strategy. The first tool, named FRUITPLANT, calculates the profit gained by GO according to (i) the distribution of collected pineapple quantities between a range of outlets, (ii) the price offered by each outlet, (iii) the specific processing costs linked to each outlet, (iv) the price paid to each grower according to his delivered batches (quantity and quality). FRUITPLANT also calculates each grower's gain according to his production area, his technical sequence, his yield, his production costs and his purchase price. Pineapple yields are estimated based on the use of a crop model SIMPIÑA that can predict fruit weight and harvest dates according to the grower's natural environment and practices. Fruits are oriented to different outlets according to their weight. The support approach was tested with a GO specialized in export. We illustrate its use with three scenarios: (i) decreasing pineapple quantities that growers dedicate to the GO, (ii) getting smaller fruits from poorer climatic conditions and, (iii) modifying the balance between export and processing industry outlets. (Texte intégral)

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