2003, Volume 6, Paper 55
ISSN: 2209-6612

Franklins Ltd: The development of value chain relationships in a fresh produce category

Anthony J. Dunne – Reader in Agribusiness, The University of Queensland
Michael O’Keeffe – National Manager, Fresh Produce, Franklins Ltd


This case describes the opportunities and dilemmas faced by managers of agribusiness firms as they
contemplate forming a strategic alliance in a fresh produce category. It challenges each of the managers to evaluate their own ‘readiness to partner’ and to define their expectations of their prospective partners. The case highlights that the success of strategy alliances is closely linked to how complementary the firms are in terms of culture strategy and structure. Although Franklins supermarkets no longer exist in Australia, the principles of supply chain partnerships outlined in this case are still valid. In 2002, The Mulgowie Farming Company was named Woolworths Supply of the Year.

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