Retailer procurement strategies for fish : A Swedish perspective

In Sweden, recent events such as war and the Covid-19 have exposed vulnerabilities in the food system. With scientists pointing to the potential in scaling up Swedish aquaculture, this study explored the retailer perspective in increasing their procurement of Swedish fish. Specific attention was placed on research questions related to retailers' perceptions of customer preferences, branding of Swedish fish, and commitment to Swedish fish in their procurement strategies. The study followed a qualitative case study design, collecting data through semi-structured interviews from the procurement managers of three of Sweden’s largest retailers; ICA, Coop and Axfood, while secondary data was collected through annual and sustainability reports. With background in a literature review that focused on corporate social responsibility, sustainable procurement, as well as theoretical concepts relevant to the corporate setting, the study identified and applied two conceptual frameworks: A product branding model and a sustainable food procurement strategy model, with the latter outlining factors of a successful procurement strategy. The findings show that while retailers aim to position themselves as a sustainable business that may pertain to offering Swedish product selections, actual procurement of Swedish fish is hindered by barriers such as elevated prices, complex logistics, and uncertain demand. Retailers perceive some customer preference for sustainable and local options, but customers tend to purchase familiar, nonlocal alternatives. However, some strategic commitments to local fish was found. Collaboration with suppliers, retailer’s investment in the local supply chain, cost management strategies, and gradual integration of Swedish fish being key factors for successful procurement. The conceptual framework contributes to the understanding of how branding and procurement strategies are connected, with procurement strategies shaped by the need to uphold a sustainable corporate identity. Consequently, the study offers insights into how retailers can promote a more resilient food supply system in Sweden. Future research should explore additional corporate and institutional sectors, including restaurants and schools, that may increase their procurement of Swedish fish, as well as how policy and complex permitting systems hinder the elevation of Swedish fish production.