ELECTRONIC MARKETING CHANNELS AND MARKETING PLATFORMS IN
FOOD CHAINS: THE GRAIN SECTOR
M. FRITZ, R. HELBIG, G. SCHIEFER
Chair of Management, University of Bonn. Bonn, Germany
E-mail : [email protected], [email protected], [email protected]
ABSTRACT
This paper’s purpose is to locate electronic marketing channels in the value chain of grain and
cereal products in Europe and North America alike. In summary it may be said that numerous
virtual marketplaces or online shops exist, which connect the different chain levels as well as
provide domain knowledge and information. As a result, the conventional way of marketing
both grain and cereal products is slightly transformed by the emergence of virtual trade platforms. As those platforms mostly perform across numerous chain levels, they possibly leverage vertical integration.
1 INTRODUCTION
The emergence of electronic marketing channels that facilitate transactions between vendors
and purchasers as well as offer additional services such as industry-related information and
knowledge will possibly thoroughly modify existing value chains (for information provision
by electronic platforms, e.g., see Kreuder et al., 2001). Since a quiet revolution is underway
regarding the manner, in which products are marketed across the value chain, it appears obvious that food chains will not be left untouched as well. Electronic platforms aim to streamline
the marketing process in several ways. Hence, their advent has generated and still generates a
lot of interest.
As electronic marketing can either be performed over trade platforms or online shops, this paper aims to demonstrate virtual marketplaces and online shops acting in the grain sector. To
achieve this purpose, the distribution chain of grain and cereal products is to be shown. After
explaining central characteristics of electronic trade platforms, existing marketplaces and online shops alike will be assigned to the European and the North American value chain. The
explanation concludes by investigating eventual modifications of the value chains caused by
electronic platforms that intermediate between purchasers and vendors.
2 CORE FEATURES OF ELECTRONIC MARKETING PLATFORMS
According to Sawhney and Kaplan (1999), electronic marketplaces are internet-based middlemen that focus on specific industry verticals or horizontal business processes. By using
different mechanisms, they intermediate between buyers and sellers. Marketplaces create
value by aggregating business partners, reducing transaction costs, and creating marketplace
liquidity. However, Berryman, Chappuis, and Tefertiller (2000) point out that added value
additionally is generated by supplementary services such as transparent information flow
across the chain.
433
3 MARKETING CHANNELS FOR GRAIN AND CEREAL PRODUCTS
3.1 Cereal products
Regarding cereal products, one must distinguish between products for human nutrition such
as flour or bakery goods, grain used for animal feedstuffs like mixed feed, and industrially
employed grain for products such as beer, starch, or the sweetener High Fructose Corn Syrup
(HFCS). The value chain of grain and cereal products can be divided into the following levels: agricultural production – industrial manufacture – wholesale trade – retail trade –
consumer. (See Statistisches Jahrbuch über Ernährung, Landwirtschaft und Forsten der Bundesrepublik Deutschland 1999, p. 200, p. 209, p. 261, pp. 279-281)
3.2 Marketing platforms for grain and cereal products in Europe
Platforms and online shops providing marketing channels in the European value chain of
grain and cereal products are listed in figure 1. In this paper, the German distribution chain,
which is employed in figure 1, is taken to be valid for the entire European area. Comments
feature significant characteristics of each marketplace. Platforms that act across various levels
are inserted several times. In order to separate online shops from electronic platforms, the suffix “shop” is added. Figure 1 illustrates that electronic middlemen connect every level of the
European grain value chain, except those between breweries and food service players, as well
as between food service enterprises and consumers.
Both traders and manufacturers can use platforms facilitating transactions between grain producers and purchasers. Thus, grain can either be marketed to intermediating traders or directly
to industry players like mills or breweries. Small bakeries have the opportunity to purchase
flour made of grain for human nutrition at the marketplace GrowNex (soon) or at shops. Several platforms focus on industrial bakeries and food industry enterprises, which buy larger
quantities. Certain of these marketplaces such as TradeOrganex.com, unitednatureX, or
FoodCity.Ru can be characterised as food industry verticals, with TradeOrganex.com and
unitednatureX specialised in organic food. Others act in a vast array of product categories.
Related to the industry branch of starch buyers, thus food or chemicals industry, there are different types of platforms intermediating between buyers and sellers. Between marketplaces
that connect producers of animal feedstuffs with buyers, congruence can be found with marketplaces that mediate grain.
Several trade platforms link both food industry players and breweries with wholesale trade
companies. Global Net Xchange (GNX) and World Wide Retail Exchange (WWRE) are to be
considered as consortia of commercial enterprises. They perform as procurement platform for
their members and as retailer systems for associated retailers alike. Food service companies
face different shops to procure cereal products such as bakery goods or beer. German online
shops carried out by bakeries offer to retailers or consumers in the whole of Germany in particular local specialities, and Lebkuchen Schmidt even ships its products worldwide. Several
local bakeries provide their neighbourhood with a selection of their bakery goods. Cookies
and crackers get possibly to their consumers by online shops for office utilities.
Shops that aim to deliver customers with groceries (including cereal products) can be characterised by their radius of action. Those who deliver the whole of Germany mostly offer nonperishable goods including cereals, bakery goods, and beer alike (see Doepner 2000, pp. 67-
434
FARMER
40% directly feeded
- www.agrarion.com
(Germany; grain besides other agricultural goods)
- www.agrenius.de
(Germany; information and trade platform, grain besides other agricultural goods)
- www.agricompare.com
(France; agricultural commodities besides agricultural inputs)
- www.agrigate.ch
(Switzerland; grain besides other agricultural goods)
- www.agrodirekt.de
(South Germany, only large quantities)
- www.cigrex.com
(France; grain exchange, at the moment only grain for animal feedingstuffs)
- www.eceurope.com
(B2B trade platform, grain besides many other product categories)
- www.egrain.de
(Germany; grain exchange)
- www.farmpartner.com
(Germany and France; grain besides other agricultural goods)
- www.foodcity.ru
(Russia; food industry vertical, grain besides other goods)
- www.intercereal.com
(Spain; platform for grain)
- www.natural-products.net
(Germany; marketplace and information platform for agrifood sector)
- www.tradeorganex.com
(UK; organic grain besides other product categories)
- www.transora.com
(from supplier to retailer; e.g. raw material for Heineken)
- www.unitednaturex. com
(organic grain besides other product categories)
- www.viljaweb.com
(Finland; trade platform for grain)
- www.webgrain.de
(Germany; grain exchange)
TRADERS
INDUSTRY
Grain for Human Nutrition
Grain for Industrial Use
STARCH
INDUSTRY
MILLS
- www.eceurope.com
(flour besides many other product categories)
- www.foodcity.ru
(Russia; flour besides other product
categories)
- www.grownex.com
(Germany; flour besides other bakery raw
materials)
- www.tradeorganex.com
(UK; organic flour besides other product
categories)
- www.unitednaturex.com
(organic flour besides other product
categories)
shops:
- www.baeko-rz.de
(Germany; catalogue of Bäko-West)
- www.yipi.de/geha
(Germany; flour from Geha-Mühle)
HANDICRAFT
BAKERIES
- www.cpgmarket.com
(procurement e.g. for Nestlé, Danone)
- www.eceurope.com
(flour besides other product categories)
- www.foodcity.ru
(Russia; flour besides other product categories)
- www.grownex.com
(Germany; flour besides other bakery raw
materials)
- www.surplex.com
(surplus goods, flour besides other product
categories)
- www.tradeorganex.com
(UK; organic flour besides other product
categories)
- www.transora.com
(from supplier to retailer)
- www.unitednaturex.com
(organic flour besides other product categories)
- www.wlw-auctions.de
(Germany;flour besides other product categories)
INDUSTRIAL
BAKERIES
FEEDSTUFFS
INDUSTRY
- www.cheop.com
(trade platform for the
chemical industry)
- www.cc-markets.com
(trade platform for the
chemical industry, e.g.
for Henkel)
- www.cpgmarket.com
(procurement e.g. for
Nestlé, Danone)
- www.transora.com
(from supplier to retailer)
- www.surplex.com
(surplus goods, starch
besides other product
categories)
COOKIES AND
CRACKERS
INDUSTRY
shop:
- www.bahlsen.de
(Germany, shop with
presents)
- www.oetker.de
(Germany; cake
present service)
TRADE
OTHER
FOOD
INDUSTRY
CHEMICAL
INDUSTRY
- www.eceurope.com
(cereal products besides other product
categories)
- www.efdex.com
(UK; Food + Drink)
- www.emax-trade.com
(surplus goods, cereal products
besides other product categories)
- www.eurodatfood.de
(Germany; cereal products besides
other product categories)
- www.foodcity.ru
(Russia; cereal products besides other
food categories)
- www.globalnetexchange.com
(consortium of trade companies such
as Metro)
- www.netoffers.de
(Germany; surplus brand-name articles,
cereal products besides other product
categories)
- www.retail.com
(manufacturer - trade, cereal products
besides other product categories)
- www.surplex.com
(surplus goods, cereal products besides
other product categories)
- www.transora.com
(supplier to trade, cereal products
besides other product categories)
- www.unitednaturex.com
(organic cereal products besides other
product categories)
- www.worldwideretailexchange.org
(consortium of trade companies)
WHOLESALE
TRADE
shops:
- www.baeckereihardt.de
(Germany; Christmas
biscuits)
- www.
bauernmarkt.at
(directory of Austrian
farmers with
shopping
possibilities; meat
products besides
others)
shops:
- www.cookies.de
(Germany; cookies besides
other office equipments)
- www.officexl.de
(Germany; cookies besides
other office equipments)
shops:
- www.lebkuchenschmidt.com
(Christmas cookies)
- www.fickenschers.de
(Germany; layer cakes with
foto on top)
- www.send-a -cake.de
(Germany; cake present
service)
shops, local (Germany):
- www.stollen-dresden.de
(Dresden; bread and
bakery goods)
- www.baeckereibusch.de
(Dusseldorf; sandwiches)
shops, Germany:
- www.schwarz-brot.de
(local bread specialities)
- www.ub-baecker.de
(local bread specialities)
- www.brotversand.de
(local bread specialities)
- www.stollen24.de
(Germany; cakes)
Grain for Animal Feedstuffs
- www.globalnetexchange.com
(in addition retailer system)
- www.netoffers.de
(surplus brand-name articles for supermarkets)
- www.worldwideretailexchange.org
(in addition retailer system)
BREWERIES
shops, Germany:
- www.dealtime.de
(price robot; groceries and beer besides other
products)
- www.easyeinkauf.de
(several retailers)
- www.ihr-supermarkt.de
(central ordering; delivery by local retailers)
- www.otto-supermarkt.de
(non-perishable goods)
- www.rossmann.de
(cereals, grain besides other product categories)
- www.schlemmerstadt.de
(shopping mall; food)
- www.spinnrad.de
(cereals and noodles besides other product
categories)
- www.tegut.com
(organic non-perishables)
- www.unitednature.net
(organic food)
- www.vitago.de
(cereals and cereal products, organic quality)
- www.winegate.de
(cookies and noodles besides wine)
shops, other European countries:
- www.alcampo.es
(Spain; groceries for Madrid)
- www.asda.com
(UK; groceries for London)
- www.auchandirect.fr
(France; groceries for Paris)
- www.biomarkets.com
(France; organic food)
- www.choix.com
(Southern France; groceries )
- www.c-mescourses.fr
(France;groceries)
- www.condisline.com
(Spain; groceries for conurbations)
- www.expressfood.kf.se
(Sweden; groceries for Stockholm)
- www.foodferry.co.uk
(UK; groceries)
- www.houra.fr
(France; groceries)
- www.le-shop.ch
(Switzerland; groceries)
- www.matomera.se
(Sweden; groceries for Malmö)
- www.migros-shop.ch
(Switzerland; groceries)
- www.netxtra.se
(Sweden; groceries for Stockholm)
- www.ooshop.fr
(France; groceries by Carrefour)
- www.spar.nu
(Sweden; groceries for Stockholm)
- www.superquinn.ie
(Ireland; groceries)
- www.telemarket.fr
(France; groceries)
- www.tesco.ie
(Ireland; groceries by Tesco)
- www.tesco.com
(UK; groceries by Tesco)
- www.vitago.de
(soon for Switzerland and Benelux,
organic cereal procucts)
CONSUMER
FIGURE 1. Marketing platforms for grain and cereal products – Europe
(adapted from Fritz, 2000a)
435
FARMER
shops:
- www.bischofberger.ch
(Switzerland; cereal products besides other
product categories)
- www.ccschaper.de
(Germany; beer and cereal products besides other
product categories)
- www.ebaypro.de
(Germany; food for food service companies
- www.foodservice-portal.com
(Germany; links to online-shopping for food service
companies)
- www.muehle-shop.de
(Germany; Christmas biscuits)
- www.rewe-gvs.de
(Germany; Rewe's food service supply)
RETAIL TRADE
shops, local (Germany):
- www.einkauf24.de
(Berlin, Munich, Hamburg; groceries)
- www.flauers.de
(Cologne, Bonn; groceries)
- www.freude-am-kaufen.de
(Rhur; groceries)
- www.ihr-home-service.de
(Dortmund, Frankfurt; groceries)
- www.kaisers.de
(Berlin, Dusseldorf, Munich; groceries)
- www.kaufhof.de
(conurbations)
- www.konsum-dresden.de
(Dresden; groceries)
- www.leshop.de
(Cologne, Bonn, Dusseldorf; groceries)
- www.my-world.de
(conurbations; groceries)
- www.netconsum.de
(Cologne, Bonn; groceries)
- www.onkelemma.de
(Stuttgart; groceries)
- www.otto-supermarkt.de
(Hamburg; groceries)
- www.tegut.com
(Fulda; organic perishables)
- www.uniriese.de
(Eastern Germany; groceries)
- www.agrarion.com
(Germany; animal feedstuffs
besides other product categories)
- www.agri-exchange.de
(Germany; animal feedstuffs
besides other product categories)
- www.agrigate.ch
(Switzerland; animal feedstuffs
besides other product categories)
- www.eceurope.com
(animal feedstuffs besides other
product categories)
- www.farmpartner.com
(Germany, France; animal
feedstuffs besides other product
categories)
- www.farmworld.de
(Germany; trade platform for
agriculture)
- www.unitednaturex.com
(organic animal feedstuffs besides
other product categories)
- www.webgrain.de
(Germany;animal feedstuffs
besides other product categories)
- www.wlw-auctions.de
(Germany; animal feedstuffs
besides other product categories)
FOOD SERVICE
INDUSTRY
69). Those who deliver urban areas aim to provide their customers with both perishable and
non-perishable groceries. Other European countries like France, Great Britain, Switzerland, or
Ireland are provided with several online shopping opportunities in the grocery sector.
If and how the grain value chain is modified or disintermediated by the emergence of virtual
marketing channels is of paramount importance. Within the European value chain of grain
and cereal products there does not exist any platform willing to disintermediate middlemen
yet. However, there are several marketplaces that act on different value chain levels. It is
conspicuous that six platforms mediate simultaneously between grain producers and grain
buyers and between animal foodstuffs manufacturers and fattening farms alike. Transora integrates all levels between grain producers and commercial enterprises, thus is to be considered
as the most comprehensive marketplace.
3.3 Marketing platforms for grain and cereal products in North America
Corresponding to the preceding in the European grain value chain, electronic platforms offering marketing channels in the North American grain sector are inserted between the relevant
levels (see figure 2). Due to the different industry structure employed in the U.S. (www. osha.gov/cgi-bin/sic/sicser4?20), the value chain model slightly differs from the model applied
for the European market.
Depending on the buyer group, there are various marketing platforms that mediate grain.
Some of them target on both traders and industry players others focus on a particular purchaser group. It astonishes that only one marketplace (Horsepower) mediates between vendors
and purchasers of animal feedstuffs.
Industry players that manufacture bakery products can purchase flour by using numerous
marketing platforms. Some of those like Bakery Online or BuyBreads.com are specific marketplaces focused on the bakery sector, others such as Novopoint aim to supply the entire
food and beverage industry. In addition, these marketplaces facilitate transactions with starch.
HFCS can be traded to the beverage industry over marketing platforms specialised in serving
the beverage industry (BeverageIndustry.org, Beverage Online, or E-bevs.com).
To market food and beverages to wholesale traders, manufacturers can employ several platforms. Certain are to be considered as merely specialised on few product categories (BevAccess.com, eSkye.com, BuyBreads.com). Other marketplaces such as Foodtrader.com, Agribuys, or foodconnex mediate transactions within a wider range of food and beverage product
categories. It is to be noticed that in the American grain value chain, a large number of marketplaces intermediating transactions between wholesalers and food service companies exists.
American consumers are provided with several direct-to-home grocery delivery services.
The emergence of electronic marketing channels has modified the American grain value chain
in certain areas. Due to the fact that a certain number of platforms act on several levels, vertical integration of the value chain is to be considered as likely. BuyBreads.com, Foodtrader.com, or Transora mediate both raw materials and manufactured products. In contrast to
the European market for grain and cereal products, several American platforms try to disintermediate middlemen. ICSFoodOne and market4retail.com for example facilitate transactions between industry players and retailers, thus aim to disintermediate the wholesale trade.
436
- www.agribuys.com
(food industry vertical)
- www.cybercrop.com
(marketplace for grain)
- www.e-markets.com/grains
(marketplace for grain)
- www.grainplace.com
(Canada; extension to U.S. planned)
- www.horsepower.com
(agriculture, traders, processors)
- www.rooster.com
(grain besides other agricultural products)
- www.pradium.com
(platform for grain)
- www.professionalbrewer.com
(raw materials and equipment for breweries)
- www.sourcingdirect.com
(barley for breweries besides other product
categories)
- www.transora.com
(suppliers to retailers; e.g. raw material for
breweries)
FARMER
- www.agribuys.com
(food industry vertical)
- www.grainplace.com
(Canada; extension to U.S. planned)
- www.horsepower.com
(agriculture, traders, processors)
- www.iowagrain.com
(grain exchange)
- www.mgex.com
(exchange, grain besides other
product categories)
- www.pradium.com
(platform for grain)
TRADERS
- www.agribuys.com
(food industry vertical)
- www.ecfood.com
(grain besides other product categories)
- www.foodtrader.com
(grain besides other food categories)
- www.grainplace.com
(Canada; extension to U.S. planned)
- www.horsepower.com
(agriculture, traders, processors)
- www.iowagrain.com
(grain exchange)
- www.mgex.com
(exchange, grain besides other product categories)
- www.pradium.com
(platform for grain)
- www.professionalbrewer.com
(raw materials and equipment for breweries)
- www.sourcingdirect.com
(barley for breweries besides other product categories)
- www.transora.com
(suppliers to retail trade; e.g. raw materials for Heineken)
INDUSTRY
MILLS
- www.agribuys.com
(food industry vertical)
- www.americanmanufacturers.com
(platform for existing business relationships)
- www.bakeryonline.com
(flour besides bakery equipment)
- www.buybreads.com
(flour besides bakery equipment)
- www.ecfood.com
(flour besides other raw materials)
- www.foodconnex.com
(food industry vertical)
- www.foodtrader.com
(flour besides other raw materials)
- www.ifoodnet.com
(platform for existing business relationships)
- www.novopoint.com
(raw materials for food industry)
- www.sourcingdirect.com
(flour besides other product cateogories)
- www.tradeout.com/foodbeverage/
(bakery ingredients besides other product
categories)
BAKERY
GOODS
Grain for Animal Feedstuffs
- www.agribuys.com
(food industry vertical)
- www.americanmanufacturers.com
(platform for existing business relationships)
- www.ecfood.com
(cereal products besides other raw materials)
- www.foodconnex.com
(food industry vertical)
- www.foodingredients.com
(cereal products besides other raw materials)
- www.foodtrader.com
(cereal products and flour besides other raw
materials)
- www.ifoodnet.com
(platform for existing business relationships)
- www.inc2inc.com
(food industry vertical)
- www.novopoint.com
(raw materials for food industry)
- www.tradeout.com/foodbeverage/
(bakery ingredients besides other product
categories)
- www.transora.com
(suppliers to retailers; raw materials for food
industry)
OTHER FOOD
INDUSTRY
- www.agribuys.com
(food industry vertical)
- www.buybreads.com
(bakery goods)
- www.efdex.com
(food and beverage)
- www.emax-trade.com
(surplus goods)
- www.foodconnex.com
(food industry vertical)
- www.foodtrader.com
(food industry vertical)
- www.ifoodnet.com
(platform for existing business
relationships)
- www.inc2inc.com
(food industry vertical)
- www.nestleezorder.com
(Nestlé products)
- www.retail.com
(industry - trade; food besides other
product categories)
- www.tradout.com/foodbeverage
(surplus goods)
- www.transora.com
(suppliers to retailers)
- www.wholesaleportal.com
(gourmet food)
- www.worldwideretailexchange.
org
(industry - trade; food besides other
product categories)
TRADE
- www.horsepower.com
(agriculture, traders,
processors)
FARMER
rc h
sta
- www.agribuys.com
(food industry vertical)
- www.americanmanufacturers.com
(platform for existing business relationships)
- www.ecfood.com
(raw materials for food industry)
- www.foodconnex.com
(food industry vertical)
- www.foodingredients.com
(raw materials for food industry)
- www.ifoodnet.com
(platform for existing business relationships)
- www.inc2inc.com
(food industry vertical)
- www.novopoint.com
(raw materials for food industry)
- www.transora.com
(suppliers to retailers; raw materials for food
industry)
- www.commerxplasticsnet.com
(plastics industry vertical; starch
besides other product categories)
- www.e-chemicals.com
(starch besides other product
categories)
- www.envera.com
(platform for existing business
relationships; chemical industry)
CHEMICAL
INDUSTRY
- www.agribuys.com
(food industry vertical)
- www.efdex.com
(food and beverage)
- www.emax-trade.com
(surplus goods)
- www.foodconnex.com
(food industry vertical)
- www.foodtrader.com
(food industry vertical)
- www.ifoodnet.com
(platform for existing business
relationships)
- www.inc2inc.com
(food industry vertical)
- www.nestleezorder.com
(Nestlé products)
- www.retail.com
(industry - trade)
- www.tradout.com/foodbeverage
(surplus goods)
- www.transora.com
(suppliers to retailers)
- www.wholesaleportal.com
(gourmet food)
- www.worldwideretailexchange.org
(industry - trade; food besides other
product categories)
- www.efdex.com
(food and beverage)
- www.emax-trade.com
(surplus goods)
- www.foodtrader.com
(food industry vertical)
- www.retail.com
(industry - trade)
- www.tradeout.com/foodbeverage
(surplus goods)
- www.transora.com
(suppliers to retailers)
- www.worldwideretailexchange.org
(industry - trade; food besides other
product categories)
ar
st
Grain for Industrial Use
ch
- www.beverageindustry.org
(intermediation)
- www.beverageonline.com
(raw materials for beverage industry)
- www.e-bevs.com
(raw materials for beverage industry)
- www.novopoint.com
(raw materials for beverage industry)
- www.transora.com
(suppliers to retailers)
BEVERAGE
INDUSTRY
(exept Breweries)
- www.bevaccess.com
(alcoholic beverarages)
- www.efdex.com
(food and beverage)
- www.emax-trade.com
(surplus goods)
- www.eskye.com
(alcoholic beverarages)
- www.foodtrader.com
(food industry vertical)
- www.retail.com
(industry - trade)
- www.transora.com
(suppliers to retailers; e.g.
Heineken)
- www.
worldwideretailexchange.org
(industry - trade; food besides
other product categories)
BREWERIES
- www.eskye.com
(alcoholic beverarages)
- www.foodservice.com
(beer besides ather product
categories)
WHOLESALE
- www.icsfoodone.com
(industry - retail trade)
- www.market4retail.com
(industry - retail trade)
- www.icsfoodone.com
(industry - retail trade)
- www.market4retail.com
(industry - retail trade)
- www.agribuys.com
(food industry vertical)
- www.bevaccess.com
(alcoholic beverarages)
- www.b2bgrocer.com
- www.eskye.com
(alcoholic beverarages)
- www.foodconnex.com
(food industry vertical)
- www.retail.com
(industry - trade)
- www.transora.com
(suppliers to retailers)
- www.wholesaleportal.com
(gourmet food)
- www.worldwideretailexchange.org
(retailer system)
RETAIL
shops, mostly urban areas:
- www.ethnicgrocer.com
(ethnic food)
- www.homegrocer.com
- www.netgrocer.com
- www.peapod.com
- www.webvan.com
- www.buybreads.com
(bakery goods)
Grain for Industrial Use
High Fructose Corn Syrup
Grain for Human Nutrition
- www.agribuys.com
(food industry vertical)
- www.amphire.com
(food service supply)
- www.bevaccess.com
(alcoholic beverarages)
- www.buybreads.com
(bakery goods)
- www.direct2government.com
(food for public institutions)
- www.egatematrix.com
(flight catering supply)
- www.fbix.com
(food service supply)
- www.foodbuy.com
(food service supply)
- www.foodconnex.com
(food industry vertical)
- www.foodservice. com
(food service supply)
- www.foodservicecentral.com
(food service supply)
- www.fsbuy.com
(food service supply)
- www.globalfoodexchange.com
(platform for perishable groceries)
- www.instill.com
(food service supply)
- www.ordersmart.com
(supply of small and medium sized restaurants)
- www.restaurantpro.com
(supply of small and medium sized restaurants)
- www.thesauce.com
(supply of small and medium sized restaurants)
- www.86.com
(food service supply)
CONSUMER
FIGURE 2. Marketing platforms for grain and cereal products – North America
(adapted from Fritz, 2000a)
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FOOD SERVICE
INDUSTRY
4 CONCLUSIONS
Since the emergence of electronic marketing channels and marketing platforms promises to
transform and streamline traditional value chains, this development will touch and actually
has touched food chains as well (see Fritz, 2000b; Fritz, Helbig, Schiefer, 2001).
This paper intended to examine the existence of electronic marketing channels and, thus, to
place electronic marketing platforms in the European and North American value chain of
grain and cereal products. Numerous virtual marketing platforms or online shops connecting
the different levels could be found. The traditional way of distributing cereal products is
slightly modified by the emergence of electronic marketing platforms. As they mostly act
across several chain levels, they possibly leverage vertical integration.
It is to be mentioned that due to both emergence and failure of projects, the area of electronic
commerce underlies a continual change. Hence, this paper is to be seen as overview with possibly limited validity.
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