Generally the Italian food chains suffer problems caused mainly by internal low efficiency standards or qualitative aspects. This paper would offer a methodological/ applicative framework for a food chain’s analysis in order to evaluate its internal functioning and connection mechanisms and to identify some strategic actions aimed at stimulating the product competitiveness and the chain’s performances based on the pointing out of its competitive advantage. The value chain analysis permits to represent the total interrelated activities managed by a firm and the competitive advantage could be reached optimising the several connections’ linkages. Analysing the available data and information the Authors choose the case study along the Northern Adriatic coast, more precisely referred to the Chioggia seaport (Veneto region). The main objective of the study is to complete a global evaluation of the bluefish chain surveying its functioning mechanisms and defining its competitive advantages useful as milestones for the valorization of the product. This result permits a strengthening of the chain on the whole. Concerning the methodology every step of the chain has been examined following a "from sea to fork" approach including all the physical flows of the product but also considering the involved trade intermediaries and the other figures participating to this process, the logistical aspects and the information movements. The bluefish value chain has been represented through descriptive maps containing the Chioggia bluefish flows from a physical point of view and those of the information related to this product, according to the Cardiff Business School publications. First the paper discusses the concept of agrifood chain and then describes the bluefish context in the Chioggia seaport through the catches and technical characteristics of the sector. Then the Chioggia bluefish chain has been divided in some phases and it has been deeply analyzed looking for its competitive advantage or disadvantages. The final step of the work was aimed at gather the bluefish value chain from the construction of maps representing the different flows of products and information with their timing details. Finally the Authors present some reflections and ideas for discussion.
Keywords: Value chain analysis, current state maps, bluefish, Chioggia
Jel Code: Q110