Consumers pay a premium for a product only if they value it as a quality product. Quality begins with characteristics such as appearance, taste and texture. Quality also involves attributes that the consumer has to accept on trust, such as food safety, nutritional value, animal welfare, environmental stewardship and social responsibility. Many products also present a strong narrative around cultural authenticity valued by consumers. Thus, a value chain must pay attention to explaining key aspects of its product quality. A good New Zealand example is Manawa Honey.
Read more about The Value Chain Compass: aeru.co.nz/valuecompass/productquality/