A competitive strategy on traceability implementation in the Thai fruit supply chain through Mobile Phone
Assistant Professor Bordin Rassameethes, Ph.D
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Traceability has been one of the critical issues in agri-business industry. This paper focuses on how farmers, harvesting collectors, middlemen, and exporters are working together in order to gather necessary information to make the traceability system possible. It carries out a case study on pomelo (a citrus fruit), a native to countries in South East Asia, supply chain in Thailand. The paper also describes in detail how mobile phone becomes a means of data gathering to collect data and track the movement of fruit through out the supply chain. The impact of technology to the stakeholders in dealing with how to change work process, keep records, and trust are discussed.