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In this paper, a conceptual and methodological framework based on empirical evidence derived from the case of the Colombian Cape gooseberry (CG) supply chain is presented. Using this case study, this paper aims to contribute to the extant literature on the internationalization of food supply chains by explicitly considering the alignment of quality attributes and supply chain complexity as key elements to understand the process.

This research has been designed to be qualitative, inductive and exploratory, thus involving multiple data gathering methods and tools. More specifically, during the first stage of the empirical analysis, this study has mapped and analysed preferences and perceptions of product quality at both the consumer and supply chain levels. Then, this paper has analysed the degree of alignment and complexity in the supply chain and finally, this study has derived scenarios for the internationalization of the supply chain.

The results indicate tensions between supply chain actors related to quality attribute alignment and complexity, which have the potentials to impact the internationalization scenarios of the CG supply chain. Particularly the findings highlight how alignment and complexity of sourcing and product quality attributes can affect supply chain design strategies in different internationalization pathways of a niche food commodity.

The findings have implications in terms of supply chain design perspectives. In fact, while an approach, which would consider only a transactional or governance perspective would have tackled the problems of misalignment – for example, between farmers and wholesalers or wholesalers and international traders/retailers – it would have ignored the problem of alignment caused at the retailing and consumption stage. In the attempt to internationalize the CG supply chain, farmers, processors and traders are misaligned in relation to the preferences of the targeted final consumers, Dutch/Western European consumers in the case.

Given the misalignment issues, this paper identifies a step by step approach as the most suitable pathway to design an internationalized supply chain because it allows the CG commodity supply chain to develop the potential market of credence quality-attribute by supporting the health-promoting compounds of the fruit. In this way, the CG supply chain could also progressively scale up and work on solving its misalignment issues by building a coordination structure of the chain, with quality control and logistics likely led by large retailers.

The study indicates that a process of internalization related to a scenario of a “globalized commodity” can only emerge through processes of coordination and integration at the production level, likely led by forms of producers (farmers) associations or a network of producers and traders, leading to strong marketing activities and scale up in terms of volumes. This has profound social implications and calls for rethinking how this study designs the internationalization of niche commodity supply chains.

Through the application of a mixed methodology approach, in which conceptual, qualitative and quantitative methods have been combined, this paper has been able to identify alternative scenarios to the internationalization and the scale-up of a niche food commodity supply chain, with implications for its design and governance. More specifically in the conceptual model, the different scenarios have been related to the risk of misalignment. The model also identifies alternative pathways of internationalization which may or may not arise according to the way complexity unfolds. In the approach, this study has unpacked complexity by looking into two key dimensions: transactional complexity and quality-attribute complexity.

Lack of acceptance of insects as food is considered a barrier against societal adoption of the potentially valuable contribution of insects to human foods. An underlying barrier may be that insects are lumped together as one group, while consumers typically try specific insects. The purpose of this paper is to investigate the ways in which Dutch consumers, with and without insect tasting experience, are more or less willing to eat different insects.

In a quasi-experimental study (n=140), the participants with and without prior experience in eating insects were asked to give their willingness to eat a range of insects, and their attitudes and disgust towards eating insects.

Insects promoted in the market were more preferred than the less marketed insects, and a subgroup of preferred insects for participants with experience in eating insects was formed.

Although well-known insects were more preferred, general willingness to eat remained low for all participants. The results indicate that in future research on insects as food the specific insects used should be taken into account.

Continued promotion of specific, carefully targeted, insects may not lead to short-term uptake of insects as food, but may contribute to willingness to eat insects as human food in the long term.

The paper shows substantial differences between consumers who have and who have not previously tasted insects, with higher acceptance of people with experience in tasting insects for the specific insects that are frequently promoted beyond their generally more positive attitude towards eating insects.

The purpose of this paper is to test for gender-specific effects on odor-induced taste enhancement and subsequent food consumption in olfactory food marketing.

Lab experiments conducted among female and male participants using vanillin as a stimulus and ratings of sweetness, taste pleasantness and eating of sugar-free food as measures.

Odor-induced taste enhancement is gender-specific. Female consumers outperform male consumers in olfactory reaction and sweetness perception. While men outperform women in food consumption.

Odor intensity was set to the concentration level of 0.00005per cent according to the findings from (Fujimaru and Lim, 2013). The authors believe that this intensity level is appropriate for both men and women. Still, there may be some gender effects on intensity levels, which are not explored here. The author’s test for the effects of one personal factor, gender and odor-induced taste enhancement of sugar-free food. The authors think that investigating the combined effects of more personal factors such as age, culture and so on adds to the accuracy of the results.

It seems that the stronger sensory capacities of women in terms of odor detection and recognition already confirmed in the literature extends to the cross-modal effects of this sensory detection and recognition on taste enhancement. It seems appropriate to tailor olfactory food advertising according to the gender of the target audience.

Odor-induced taste enhancement is still a novel subject in marketing. While most of the research has investigated the effects of smelling congruent odors on taste perception and food consumption among mixed groups of men and women, the value of this paper lies in the investigation of the potential moderating effects of gender on this relationship.