Abstract:

The lifestyles are getting change and it is effect the customer needs and demands. Many different consumer segments is identified in the market. If the supply chain want to be competitive they have to react with suitable product in a good quality and quantity in time in the target market, with appropriate cost and information supply. If the demand drives the the well organised vegetables Supply Chain it can reach economy advantageous. The vegetables consumption is increasing steadily. The one of the reasons of the growing are healty lifestyles the fashionable diets. The vegetables reference model is necessary because the food supply is getting be the bigest problem in the world. The goal of the reseach to make a reference modell which can give soulution the fresh vegetables supply which is based on the customer demands and which able to solve the current problems of the sharing of the tasks and trust. The results of the reference modell are based on primary and secondary research. The producers, wholesalers and retailers are asked by interview. The customer habits is measured by standard questionare and with secondary research.

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