Marketing Fresh Fruit and Vegetables: The Role of Traditional Markets and Supermarkets

摘要

Demand for fresh fruit and vegetables (FFV) in Indonesia is generally considered to be growing following increasing urbanization, growing incomes, and changing tastes and preferences, especially of the younger generation. Prior to 1998, FFV were generally brought to city consumption centres through traditional marketing channels, i.e., first through the wholesale markets on city outskirts, then to the various inner-city wet markets and retailers. Since 1998 Indonesia has witnessed the fast growth ofsupermarkets, presumably a result of the lifting of foreign investment restrictions in the retail sector. Supermarkets generally procure FFV directly from production centres. Current estimates put supermarkets' share of food retail in Indonesia at roughly 10 to 15 per cent, and appears to be growing steadily (World Bank, 2007). While there is much public discussion on the rapid expansion of supermarkets, knowledge of the impact of this expansion on the role of wholesale and traditional wet markets in Indonesia is limited.