Consuming quality: quality issues involved in quality branding

摘要

Quality Fruit Marketing (QFM) is a 'six year young' company consisting of stone fruit growers with a clear vision of supplying fresh stone fruit as a consistent product of high value. QFM's genesis was in the early 1990s in a rapidly changing marketplace. The fresh stone fruit industry is no different in the challenges it faces compared to other industries, particularly in the matter of rationalisation.