Exports of Greek Fresh Produce to UK: An Analysis of the Barriers to and the Conditions for Successful Export Performance

Abstract

Greek fresh produce face increasing competition in European markets which pose a threat to successful export performance. UK market is characterised by intense competition, stringent quality standards, and value for money. In this market, two products of great importance to Greek economy, namely oranges and grapes, have shown diametric performance. Using case research, this study identified and assessed the barriers to and the conditions for successful export performance in UK market for Greek fresh produce. Five UK importing organisations and Seven Greek exporting organisations of fresh produce participated in the study. Findings are discussed under five major categories: the geographical distance; infrastructure; farming practices; exporter's strategies, and competitive advantage. Results indicate that successful performance requires the formulation of strong alliances among exporters to pursue export marketing management, seek support from the Greek government, foster long-term relationships with foreign trading partners, and establish recognisable Greek brand names as a means to costumer loyalty.