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The paradoxes of food waste reduction in the horticultural supply chain
Industrial Marketing Management  (IF6.96),  Pub Date : 2020-12-13, DOI: 10.1016/j.indmarman.2020.12.002
Carol Richards, Bree Hurst, Rudolf Messner, Grace O'Connor

Research on on food waste is often reductionist, in that it attempts to measure food waste at single points within the supply chain. While this enables consideration of where food is being wasted within the supply chain, it does not necessarily answer why and how food is wasted across an entire supply chain. Using a paradox theory approach, the aim of this paper is to address these knowledge gaps by exploring the inherent paradoxes in resolving food waste across a supply chain. Drawing on in-depth qualitative research within the Australian horticulture industry, the findings reveal four macro-level paradoxes relating to policy, markets, responsibility, and marketing. This paper makes a novel contribution through consideration of a holistic, whole of chain perspective in relation to food waste. It also extends paradox theory into food waste scholarship. From a managerial perspective, the visibility of paradoxes highlights the need for organisations in the food supply chain to look beyond their own organisational boundaries and adopt a whole-of-chain approach in an attempt to address food waste.