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The purpose of this study is to explore how food-exporting firms assess the importance of relationship characteristics of the supply chain that impact their performance as well as how it relates to export performance indicators.

An online survey was administered across 83 food firms in Greece, assessing the importance of relationship characteristics of the supply chain by using the best–worst scaling technique.

The most important characteristics relate to the quality of the primary material and the procurement costs and producer prices; these are considered more important by export-oriented food firms compared to non–export-oriented food firms. Characteristics that relate to the relationship between members of the agri-food supply chain and the interorganizational business systems and governance mechanisms are also considered of average importance. Characteristics related to the adoption of differentiation strategies are considered least important.

Producers should emphasize the quality and prices of their product as well as establish collaborations with food firms. Food firms need to emphasize interorganizational business systems and governance mechanisms that reduce procurement costs, instead of trying to reduce producer prices. Public authorities should engage stakeholders of the agri-food supply chain in relationships that will enable food firms to deliver on their quality and price demands.

Primary production and collaborations of it with food firms have not been studied in regards to what extent they relate to food firms' export performance.

The purpose of this paper is to explore farmers’ intentions to engage in food brand development schemes and identify the factors that impact this.

By assuming the utility maximization behavior of farmers, based on data collected from 539 fruit and vegetable producers, this study estimates an intention to participate and a willingness to pay model.

Three groups of factors determine the utility the farmers derive and subsequently their engagement in brand development. Farm business characteristics include farmers’ age, the attainment of quality certification and cultivated area, while psychological factors include farmers’ attitudes toward local reflections of the brand, perceptions regarding the need for farm business external support and consumers’ interest, as well as farmers’ commitment to quality requirements. Farmers’ strategies related to the share of products sold by cooperatives and to individually use the brand also determine their engagement in a brand development scheme.

Future research should distinguish producers according to the marketing channel they choose and their industry, and explore the intentions of intermediate marketers.

Marketing cooperatives should undertake initiatives to develop local brands effectively, taking into consideration the factors that impact farmers’ engagement, while food marketing firms should properly adapt their purchasing and promotion strategies. Public authorities should formulate a policy mix that enhances farmers’ knowledge related to marketing issues and encourages farmers to strengthen their positions in the marketplace.

The research reveals a strategic proactive behavior of farmers favoring the development of local brands, and provides insights into the factors that impact farmers’ adoption decisions.