Consumer-orientated quality systems improvement through value-chain analysis of 'Solo' papaya fruit

摘要

The southern part of the Philippines is currently the major source of 'Solo' papaya fruit for export and the domestic markets. As in other perishable crops, when supply areas move further away from the consumption centres, quantity and quality losses occur. This study aimed to identify and implement quality improvement opportunities to reduce losses and deliver consumer-defined value in papaya through value-chain analysis. Mapping the information and relational flows within the Supplier Company (the project collaborator whose name was withheld for confidentiality reasons), and among the other chain members (grower-suppliers, customers such as retail outlets and the consumers) showed that information flows were partial at best and that relationships were basic or transactional. Apparently, there is lack of consumer insight by chain members. Consumer-defined value assessed through focus group discussions followed by formal consumer survey and conjoint analysis indicated that consumers valued papaya that are free from blemish and decay, are sweet and have good colour (yellow-orange). Mapping the product flow from the farm to the distribution centre in Metro Manila revealed major quality and quantity losses from disease, non-uniform ripening, fruit immaturity and mechanical damage. Moreover, product performance was highly variable. Consumer surveys combined with chain mapping enabled activities along the chain to be characterised as value-adding, necessary but non-value adding, or wasteful. Collectively, these performance measures enabled the identification and implementation of improvement opportunities to reduce losses, maintain product quality, build more effective relationships and deliver consumer-defined value. These include capacity building of stakeholders in the chain; handling trials on maturity, which determines fruit sweetness; regulation of ripening; and disease control with hot water treatment. Development of harvesting and postharvest handling guides through adaptive and participatory action research, together with capacity building, resulted in a 37-73% reduction in papaya rejection at the company packinghouse. A notable impact of the project was the enhanced export market access of the growers' association brought about by the application of postharvest technologies aimed at meeting customer requirements.