Agri, Food & Life Science
Creating a new Market Mechanism for
Regaining Trust in Price Formation
Coen Hubers TU Delft / Inholland
Ifama 2015
Authors: Olaf van Kooten1, Frances Brazier2, Coen Hubers1,2, Michel Oey2 and Caroline Nevejan2
University of Applied Science Inholland
2 Delft University of Technology, section Systems Engineering
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Overview
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Dutch Horticulture Cooperative History
Present Crises
Objectives
Trust Analyses
Distributed System Analyses
Serious Gaming Simulation*
Dutch Horticulture Cooperative History
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Dutch Auction Clock
Full Transparancy
Full Trust
“The Clock is always right”
-  In the end a disconnecting with the changing retail market, forced
a change in the auction system
Today:
-  The pricing process is no longer transparent; the prices of larger
participants in the network are the only points of reference.
Present Crises
-  Extreme distrust between parties in the entire horticulture.
-  Total stagnation in investments.
Our claim:
regaining trust is vital for development in a sustainable way.
Objectives
New approach to market mechanism development for price
formation based on known amouts of demand and supply.
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Trust Analyses / YUTPA
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Distributed System Modelling
In an interactive space producers, logistic providers, retail (i.e.
distribution providers) and consumers are represented by their own
agents.
These agents anonymously negotiate service level agreements with
each other, given their owners’ needs and preferences.
We call this interactive space on the web “Agentscape”.
The project has been named “SamenMarkt”.
Serious Gaming 2015
- Research Through Design
- Created a triple helix group of involved stakeholders
- Building a Serious Gaming Simulation on the Plum Tomato Chain
-  Research on Trust based on YUTPA framework (30 interviews)
-  Literature and data research on Tomato Value Chain, incl.
interviews with relevant stakeholders
-  Programming Simulation
Serious Gaming 2015
Thanks
-  Questions:
-  [email protected]