The industrial partner Royal Greenland’s factory in Denmark for producing shrimps in brine has been analysed in detail to improve the understanding of how a big company can take advantage of its ownership of the entire chain from fishing vessels to final consumer product. The preliminary result is that the production is decoupled at a cold store that absorbs the variations in supply and demand. This possibility exists because it concerns a frozen product later transformed to a preserved product in brine just before final sale. The company has a complete traceability system that enables it to trace and track their products in the whole chain. That makes chain management possible.
The model now developed is meant to be used in the fresh fish business. The idea is to adapt the model to make it suitable for SMEs, such that they can create strategic partnerships and cooperation in the whole chain in order to make them more competitive.