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A Greener Supply Chain to Promote Eco-friendly Products


A greener supply chain to promote eco-friendly products



WWF’s green retail movement aims at promoting eco-friendly products and sustaining demand for the same

The ever-growing human demand for resources is putting tremendous pressure on biodiversity — threatening the continued provision of ecosystem services, health and wellness of human beings.
To keep a check on this pressure on environment, WWF has come out with a new model of strategy — PPP (People, Planet and Profit). This model emphasises on green retail across the globe, promoting green product lines and its constant demand. Not only that, it is also finding new ways of sustaining this green retail. For that, global demand for green lines, WWF insists, is a must. This will result in triple gain: benefit people as they will value products that don’t damage the environment; help the planet to breathe better and facilitate (retail) supply chains to reap profit in the process.

Ravi Singh, CEO, WWF-India says “Human consumption is at a rate 50 per cent faster than what the earth can sustain. Our ecological footprint has doubled in the last 40 years and is on course to double again in the next 40. As a whole the humanity extracted resources more than 52 per cent faster than they could be regenerated eating into the existing stock of forests, fisheries, grasslands, and other assets. Meanwhile the prices for many of those assets have nearly doubled or tripled in the last 10 years according to World Bank Data.”

And therefore, he adds, “WWF’s global green retailer movement will cover a wide spectrum of issues from reducing energy, greenhouse gases, waste, and chemicals, employee empowerment to innovation. However, the core focus for the retail industry should be to ensure sustainable product lines and sustainable supply chains.”

To make the PPP model through the retail industry successful, WWF has recently been able to pursue big supply chains of consumer products like Marks & Spenser, Wal-Mart, IKEO, Carrefour to adopt proactive sustainability agendas, particularly in establishing sustainable product lines across their supply chains. Mr. Singh says, “Many retailers, as part of the Consumer Goods Forum have even committed to taking deforestation out of their supply chain and buying sustainable products, such as sustainable palm oil, cotton, etc.”

Constant efforts on promoting green retail in India including a seminar held in Mumbai recently (titled Sustainability In Retail: A Triple Bottom-Line Approach: as a part of Retail Leadership Summit-2013) show that efforts are also being made by large companies to make a shift to more sustainable supply chains due to increasing consumer awareness globally.

But promoting this concept in India has its own share of issues. The general perception is that the Indian consumers do not care much about product sustainability unlike their U.S. and European counterparts. But the latest green marketing techniques convey otherwise. For instance, says a representative from WWF-India, “in 2008, the top-scoring consumers of 2010 were in the developing economies of India, Brazil, China, in descending order. The survey results show that both cost considerations and environmental concerns motivated consumers to adopt more environmentally sustainable behaviour”.

New trends indicate that global players are putting pressure on their supply chain, which extends into developing countries like India and also their local counterparts and partners. Retailers are evaluating their direct store, distribution centre, and supply chain operations to uncover cost-saving and workforce-enhancing opportunities.India has one of the largest numbers of retail outlets in the world. The retail sector is experiencing exponential growth, with retail development taking place not just in major cities, but also in Tier-II and Tier-III cities. Indian retail already contributes 10 percent of the GDP. So, it is believed with big retailers/corporate houses initiating green retailing, small retailers/shopkeepers will follow automatically.

Understanding the Food Supply Chain


Agriculture policies of both India and China would have to cope with the dual challenges of feeding the poor and meeting the rapidly growing needs of the middle-class.

Both China and India, despite their high growth rates, have deprived and vulnerable populations that are susceptible to hunger. While the opening up of the economy to ensure growth is a well established tradition, there is less clarity on what should be the role of the State in providing food and ensuring a functional food supply chain.

Reforms that make agriculture more market-oriented require the replacement of state institutions by more market-based pricing rules. While these new rules might be helpful in reducing unnecessary costs on account of poor administrative action, it would be foolish and short-sighted to entirely dismantle state institutions in agriculture. The challenges of handling the logistics and technological upgradation of the agricultural supply chain are evident in China and India, though they have undertaken very different policies with regard to food procurement and distribution.

DELIVERY MECHANISMS

The Chinese state has devolved agricultural policy to the district level, with district mayors often sub-contracting provision of food to poorer sections to local government bodies. The move away from a central financial control to a local state-funded system of development was part of a national decision to move away ‘from maximising to minimising the state' devised in the late 1990s. This has resulted in state agencies losing their monopoly position in many areas of agricultural marketing and processing. They are now required to cooperate with enterprises outside the state sector, particularly with private sector players. The localisation of agricultural distribution has led to large variations in provision, with some districts having a far better track record than others.

In the case of India, public agricultural institutions dominate foodgrain procurement and delivery. The intervention by the Indian state in procurement through the minimum support price (MSP) is regarded as a costly and inefficient operation. A manifestation of the squandering of government funds is the manner in which the current procurement levels of 60 million tonnes (mt) of grains is being managed. Only three-fourths of this grain is held in storage with adequate cover, while the remaining 15 mt lie relatively exposed to the elements and to pests.

In India, there has been far more debate about the type of public distribution system (PDS) – especially over the shift from a more comprehensive universal PDS to the narrower version of the so-called Targeted PDS in the late 1990s. On the other hand, there has been a relative neglect of the mid-chain components of storage, as a result of which the logistics of foodgrain movement have remained virtually unchanged.

The Food Security Act, sought to be introduced by the current Government since 2009, has generated considerable debate, culminating in demands for a fundamental restructuring of the final stage of the agricultural supply chain, where food security should be a universal right. But this content also provides a valuable opportunity for revisiting the various capacity constraints in each section of the chain and the evaluation of the cost implications of changing these constraints.

STATE INTERVENTION

The size and effectiveness of delivery of foodgrains can be deduced from the nature and reliability of the food supply chain. The hasty dismantling of state institutions would not be conducive to bolstering the capacity of the supply chain to improve procurement and delivery. The success of bringing in the private sector is dependent of the operation of a set of government regulations that would operate throughout the chain to ensure minimum standards and technological dynamism.

In the case of China, a large part of procured grain stocks are being diverted towards the creation of a processed foods sector to enhance the production of meat and animal-based products. This will help to diversify the Chinese agricultural product sub-sector that can be subsequently procured through an expanded agricultural supply chain in the future.

In the case of India, the present-day agricultural reforms continue to focus exclusively on procurement and distribution of foodgrains within the framework of the existing agricultural food chain. There has been very limited analysis of how technology can help improve processed food or animal products that will increasingly become the major items of food consumption by the growing middle classes.

Furthermore, the importance of food standards and food safety is still relatively unexplored in the food procurement policy of both India and China and could prove a future threat to the food security of both countries.

RISING MIDDLE CLASS

The continued importance of feeding the poor and the new challenge of meeting the demands of a rapidly growing middle class will continue to be a concern for national agricultural policy in both countries. The difference is that India still has at least a third of its population in poverty and public institutions are already stretched in trying to ensure food reaches this vulnerable sector.

In China's case, the high levels of industrial growth in the reform period were able to reduce poverty levels by half. The use of the largesse of industrial growth to provide transfers for the poorer sections of rural China was a smaller task.

The challenge ahead for both countries is how they use the agricultural supply chain to deal with the already evident problems of uneven coverage in different districts in each nation, and how they move forward to ensure more and better quality food.

(The author is Lecturer in Development Studies and Fellow of Jesus College at the University of Cambridge.)


Need to Develop Farm Supply Chain Stressed


A Typical Agricultural Supply Chain
Secretary Commerce Zafar Mahmood has stressed upon the need for developing supply chain of value-added farm goods to bring about quantum jump in exports. He said Pakistan had only managed to develop supply chain for cotton crop, but neglected all other agriculture produces.

Speaking to a panel of Dawn here on Monday, he said that there exists big scope for going into value-addition of a large number of farm produces such as mangoes, kinno, dates, dairy products, vegetables, fish, byproducts of rice and wheat etc., but needs some motivation and patronage of federal and provincial governments.

He said project financing would be needed to introduce technology in value-addition chain of different farm produce and this could only be possible once there is a focused approach and investors are given proper guidance and assistance at all stages and levels.

“It is not a rocket science but only needs dedication from private sector which could bring in investment and required technology but without the government patronage this task could not be achieved,” he maintained.

There is a greater need, he said, to develop farm to market place of a supply chain and logistics if a success has to be achieved in value-addition of farm produce. He said the only way out was to concentrate on value-addition of existing exports because presently barring textiles most of exports were of semi-raw materials or were of low cost value-addition.


Most of the farm produces are being exported at a low cost simply because of poor standard and secondly due to lack of knowledge about global requirement for different type of treatments — vapour or hot water — and sanitary standards needed for fresh fruits and vegetables.

“Once awareness is created and required facilities are developed the country could easily multiply its exports and earning of farmers within a short period,” he added.

Responding to a question, he agreed that such facilities should be developed around Karachi because all goods have to pass through the city for exports. “Pakistan needs to focus on high yielding markets but for this our exporters have to meet their specifications starting from procurement, grading, processing and packing.”

After European Union imposed ban on fish imports from Pakistan on account of poor hygienic conditions of processing units, he said, all of our fish catch is now being exported to Vietnam from where after value-addition it is being exported to EU member states.

The secretary commerce said Pakistan would have to put lot of efforts in controlling contamination in its agriculture produce including cotton, fruits and vegetables and should ensure that it could follow world standards. Some countries, he said, even seek traceability of fresh fruits starting from orchard tree.He further said that logistics was yet another important link in the entire value chain of fresh fruits and vegetables and that would also need lot of investment and know-how.

There would be a need for establishing cold chain starting from farm to point of export which means that cold storage facilities will have to be developed across the country and goods in transit will also have to be transported through reefer containers.

In short, he said, it is the quality and specification of fresh fruits and vegetables which could fetch good price and make its place in the world market.

The Dawn

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