Aim of the project is the development of a national strategy as a basis for implementation and control of operational programmes of marketing cooperatives of the fruit and vegetables sector in the context of the Common European Market regulations.

Based on a thorough analysis of the current situation and development potentials in the present fruit and vegetable sector, theoretical approaches are brought together with statistical and empirical data to derive possible options of a future strategy. This will be done by including all relevant stakeholders. The recommended strategy shall show a high coherence with other agricultural political measures and promotional programmes of the European Union and take into account aspects of the strategy implementation according to a replaced control system.

With the development of a strategy for marketing cooperatives in the fruit and vegetable sector both scientific interests as well as practical objectives are connected. In the context of the analysis knowledge about supply chain management shall be consulted to estimate future competitiveness in the line of business. This requires new methodical approaches and promises additional knowledge compared to conventional analyses of competitiveness.

By the project there is the chance to get recessed knowledge about the fruit and vegetable sector and its regulating factors. In addition, it contributes to the methodical development of instruments for the analysis of the competitiveness. Controlling is picked out as a central theme as well as the question of strategy implementation.