Information as a Key Component of Value Chains: The Case of the Australian Pomegranate Industry

The Australian pomegranate industry is an emerging horticultural industry with export potential. Successful growth is dependent on an industry value chain that can effectively collaborate to generate a total chain surplus. However, the industry is currently inhibited by a lack of cohesion, knowledge and resources. This paper examines the requirements for developing a better strategic fit for the industry by focusing on information as a cross functional driver or chain good. This qualitative research used a logical blueprint method to examine eight value chain actors from across the industry. Interviews with industry participants established their current use of information, what further information or knowledge is required for industry development and what obstacles to coordination may exist. There is evidence of chain failure where information is being shared informally or in an ad hoc or opportunistic way, resulting in value chain participants maximising their private net benefits at the expense of the overall chain surplus. Consumer and industry profiles were prioritised as key information necessary to create a better strategic fit. The Australian Pomegranate Association can take responsibility in the role as an information chain governor.