Quality perception throughout the table egg supply chain

Abstract

This research shows how the perception of quality differs through the table egg chain and highlights the main quality characteristics for each studied chain participant (farm, retail, consumer). Design/methodology/approach:: Observing the change in perception starts from the farm, through retail to the end consumer using the customer–supplier interaction, while looking back from the consumer to the farm, the application of the quality function deployment (QFD) was used. The study included 30 farms, 50 retail stores, 1,000 customers and 300 households. Findings:: The farm–retail comparison highlights the type of production as the dominant factor affecting egg quality for both of these participants, followed by hen diet and the type of laying hen hybrid from the farmer's point of view, while retail focuses on packaging and egg damage. Egg quality aspects from the retail–household perspective emphasize the shell appearance and the origin of the eggs, while shelf life and egg class are equally important characteristics for both participants. The application of the QFD throughout the entire egg chain emphasizes quality vs price as the most important characteristic. Originality/value:: This study could serve to food policy makers as an introduction to further research and production orientation in relation to the set of quality requirements associated with the egg supply chain.