The method developed by Neves (2011) involves collecting data on three aspects of food production supply chains: events and trends occurring along the chain; the impacts identified by such events and trends, and the strategic actions needed to mitigate such impacts. In this study Neves method was applied to the citrus production chain in Brazil. To obtain such data and apply it in this method, a complete analysis of the production chain was necessary, encompassing consumption of orange juice worldwide, concentrating on retail markets and bottlers, the current status of the orange juice processing industry in Brazil, and the profile of Brazilian orange production and producers. Based on data compiled from various surveys and other industry indicators, it was concluded that the decrease in consumption of orange juice in the primary markets; the concentration in the retail and bottler links in the supply chain; along with the fluctuation of orange juice prices on the international market, the rising costs of processing and orange production, are exerting pressure on profit margins and varying and reducing the income and profits not only of growers but of the industry as well. Hence, interventions and joint strategic actions are needed, such as the establishment of Consecitrus, the establishment and management of inventories, systematic dissemination of information, expansion of the domestic market, technical and financial support for citrus growers, and strengthening of research efforts.
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