The successful strategy of a grower and distributor of vegetables

Abstract

Differentiation, as a successful competitive strategy, was analyzed in the "Sitio Vertentes" which grows conventional, hydroponic and organic vegetables in rural Pernambuco to distribute them in Metropolitan Recife. The focus was on better production, distribution and commercialization efficiency where technical and administrative actions added value and commercial advantages in supplying the higher quality vegetables demanded by customers with enhanced purchasing power. The technical fundamentals of this study are the basic concepts of competitive strategy.