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Quality assurance schemes for seafood - structure and implementation

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  • Generic Quality Assurance Schemes referred to as Schemes, have been established in the primary industries in many countries. They represent an important part of the generic marketing for different categories of foodstuffs, especially primary produce. Such Schemes are established due to, among other things, severe competition in the international food market, closer integration in international trade and the consumers' concern about topics like the origin and safety of foodstuffs as well as animal welfare. The base for a Scheme is a quality assurance system made visible by a generic brand . This type of brand will, in most cases, be a registered trademark which certifies that a product has certain qualities, and we call this type of brand a generic trademark. There are several problems particular to Schemes, which are not covered by the traditional research on brands. For instance, Schemes are not established and are not run in the same way as brands, nor do they have the same purpose. Schemes have to deal with management control and quality assurance in an entire food chain with many independent participants, and this is much more complicated than described for an integrated company in the literature on quality management. This present work is based on case studies of Schemes in the European agricultural and seafood industries. The paper is an initial explorative study of Schemes as a tool for marketing and control of quality. It describes and discusses important aspects of the establishment of a Scheme on an industrial level: Establishment, management and ownership of Schemes, criteria for membership, implementation and visualization as well as effects and lessons learned from Schemes.
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  • Norberg, Hans Martin. 1996. Quality assurance schemes for seafood - structure and implementation. In: Proceedings of the Eighth International Conference of the International Institute of Fisheries Economics and Trade, July 1-4, 1996, Marrakech, Morocco. Compiled by Ann L. Shriver. International Institute of Fisheries Economics & Trade, Corvallis, Oregon, USA, 2002. CD ROM.
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