Ideas with Impact
UNB Faculty of Management

When you buy organic food from a local market or farm stand, you’re doing more than just choosing fresh produce, you’re supporting a more sustainable way of doing business. But in a world dominated by large grocery chains and global supply networks, how can these smaller, local systems compete?

Dr. Alireza Tajbakhsh, a professor in the faculty of management at UNB, explores that question in his latest research entitled “Market dynamics between retail channels and short food supply chains: a case of organic fruits”, published I the Journal of Retailing and Consumer Services (July 2024). Co-authored with colleagues from the University of Lethbridge and the University of Saskatchewan, his study looks at how short food supply chains that connect local producers more directly with consumers can stay competitive while promoting sustainability.

Focusing on organic fruit producers, the study analyzes how these short supply chains interact with traditional retail channels. By examining market data, consumer preferences, and logistics, the research uncovers both the challenges and the opportunities these local systems face.

The findings show that while short food supply chains may not have the scale of big retailers, they offer distinct advantages that align with today’s sustainability goals, including fresher products that travel shorter distances; greater transparency about where and how food is produced; lower carbon emissions due to reduced transportation; and support for local farmers and rural economies.

For businesses involved in organic fruit production and distribution, this research offers practical insights. It emphasizes the importance of identifying and targeting the right consumer segments, aligning product offerings with what the market wants, and highlighting the environmental and social benefits of local sourcing.

By doing so, businesses can differentiate themselves in a crowded market, build stronger customer relationships, and contribute to a more sustainable food system.

Dr. Tajbakhsh’s research goes beyond supply chain logistics by providing a roadmap for integrating sustainability into business strategy. “Companies that embrace short food supply chains can reduce their environmental footprint,” he suggests.

“They can also respond to growing consumer demand for ethical and eco-friendly products, and strengthen their brand by aligning with values like community support and environmental responsibility.” This approach doesn’t just benefit the planet, it also builds long-term business resilience and competitiveness.

Dr. Tajbakhsh is a member of the Quantitative Methods area at UNB’s faculty of management whose research focuses on sustainable operations, energy efficiency, agriculture planning, and environmentally friendly regulations. He teaches courses in project management, operations management, and quantitative analytics, bringing real-world insights into the classroom. His latest study offers valuable guidance for managers looking to optimize supply chains, develop effective marketing strategies, and engage customers who care about sustainability.

Photo: A recent study Dr. Alireza Tajbakhsh looks at how short food supply chains that connect local producers more directly with consumers can stay competitive while promoting sustainability.

Learn more about Dr. Alireza Tajbakhsh and the Faculty of Management.

Media contact:
Liz Lemon-Mitchell
Lizabeth.Lemonmitchell@unb.ca