Beauty is in the Eye of the Beholder – A Conceptual Framework of Added Values of Food Products

Annika Hallberg, Charlotte Lagerberg Fogelberg, and Eva Johansson

Abstract

Much has been written about the strategic importance of added value as a means for achieving competitive advantage, but little attention has been paid to the meaning of the term “added value”. Numerous messages about added values of food products are communicated by and to different actors, values such as convenience regarding fast-food, luxury regarding meals, products without chemical additives, health, quality, taste, what the package looks like, exclusiveness, tradition/story-telling/, and many others. Food producers, wholesalers, retailers, and end-consumers constitute some of these actors. However, the concept of added value and the relationships between the different aspects are unclear and illusive. There is a need to explore as well as clarify definitions and dimensions. Therefore, the aim of this article is to develop a conceptual framework which explores definitions and discussions associated with added values of food products. Traditionally, the literature has made strict and categorical distinctions between core values and added values. However, we stress that this traditional view needs to be challenged. For food products we argue that core values cannot be clearly distinguished from added values. We argue that not only the end consumer but all actors involved in the supply chain contribute to the overall realization of the added value, i.e. all actors must perceive, appreciate, value and realize the added value. Only then may the added value result in willingness to purchase the products, increased market share or strengthened position at different markets.

Keywords: Added Values, Core Values, Food Products, Value-Chain, Communication