{"id":28667,"date":"2019-11-08T08:17:50","date_gmt":"2019-11-08T06:17:50","guid":{"rendered":"https:\/\/www.bioecoactual.com\/?p=28667"},"modified":"2019-11-08T08:17:50","modified_gmt":"2019-11-08T06:17:50","slug":"distribuidors-de-productes-bio-nomes-intermediaris","status":"publish","type":"post","link":"https:\/\/www.bioecoactual.com\/ca\/2019\/11\/08\/distribuidors-de-productes-bio-nomes-intermediaris\/","title":{"rendered":"Distribu\u00efdors de productes Bio: nom\u00e9s intermediaris?"},"content":{"rendered":"

Si alg\u00fa no hagu\u00e9s portat a Europa el caf\u00e8, la xocolata o el blat de moro no els coneixer\u00edem. Si alg\u00fa no posa en mans del retail<\/em> productes, dif\u00edcilment els consumidors que estan a m\u00e9s de 100 km del fabricant (productes de proximitat) podrien accedir-hi. Si un agricultor BIO de Badajoz no t\u00e9 un distribu\u00efdor<\/strong> dif\u00edcilment arribaria amb el seu producte a Fran\u00e7a, Dinamarca, Nova York o Donosti.<\/p>\n

<\/p>\n

\"Distribuidores<\/p>\n

Encara que al parlar de distribuci\u00f3 pensem immediatament en el proc\u00e9s log\u00edstic d’emmagatzematge i transport de productes des del productor fins al punt de venda, la funci\u00f3 \u00e9s molt m\u00e9s complexa i determinant<\/strong> per a l’adequat acoblament del proc\u00e9s mat\u00e8ria primera – fabricaci\u00f3 – punt de venda – consumidor<\/em>. A Espanya hi pot haver una mica m\u00e9s de 600 empreses registrades com distribu\u00efdores de productes naturals. Totes elles s\u00f3n fonamentals com a generadores de valor afegit en l’economia del sector. El servei que presten \u00e9s essencial en la cadena de consum ja que fan la seva feina en condicions que dif\u00edcilment poden realitzar molts fabricants.<\/p>\n

Un distribu\u00efdor \u00e9s\u2026.<\/h3>\n

…aquella empresa que comercialitza productes (o serveis) actuant d’intermediari entre el productor i el detallista. La simbiosi entre fabricant i distribu\u00efdor i d’ells amb el punt de venda i el consumidor ser\u00e0 la clau de l’\u00e8xit d’un producte i d’una marca en un mercat. Tots han d’afegir valor i conviure en harmonia treballant els uns amb els altres i no els uns contra els altres. Cada un ha d’aportar coneixement i experi\u00e8ncia per al desenvolupament i creixement del conjunt.<\/p>\n

El bon distribu\u00efdor ha d’estar tamb\u00e9 pendent de l’aplicaci\u00f3 correcta de tots els aspectes relacionats amb la normativa sanit\u00e0ria i comercial<\/p><\/blockquote>\n

Hi pot haver diversos tipus de distribu\u00efdors<\/strong>: multinacionals, nacionals, regionals, locals, multicanal, de canal especialitzat, exclusiu, no exclusiu, multimarca o de marca \u00fanica. Quan el distribu\u00efdor nom\u00e9s realitza les funcions d’emmagatzematge i repartiment diem que \u00e9s un distribu\u00efdor log\u00edstic. Si a aquesta funci\u00f3 no se li afegeix la promoci\u00f3 comercial i venda, dif\u00edcilment els productes tindran rellev\u00e0ncia en el mercat. Per contra, si aquesta funci\u00f3 falla fallar\u00e0 tamb\u00e9 l’\u00e8xit comercial dels productes.<\/p>\n

En el sector tamb\u00e9 t\u00e9 molta import\u00e0ncia el distribu\u00efdor majorista<\/strong>. S\u00f3n aquells operadors que compren producte al major (grans quantitats) al distribu\u00efdor principal i ven en petites quantitats als punts de venda. La seva oferta de marques i articles \u00e9s molt \u00e0mplia permetent a la botiga petita concentrar les seves comandes di\u00e0ries de totes aquelles marques a les que li seria dif\u00edcil accedir directament.<\/p>\n

Hi ha empreses integrades verticalment des de la producci\u00f3 de la mat\u00e8ria primera fins a la seva promoci\u00f3 i venda al consumidor passant per la fabricaci\u00f3 i la log\u00edstica. A Espanya en tenim algun exemple en la ind\u00fastria BIO per\u00f2 s\u00f3n l’excepci\u00f3, ja que la complexitat de cadascuna de les fases requereix saber fer espec\u00edfic i fortes inversions.<\/p>\n

\"Distribuidores<\/p>\n

\u00a1Un distribu\u00efdor GUAU!<\/h3>\n

En el sector BIO, com en altres sectors, cal cuidar tots els elements del proc\u00e9s, les mat\u00e8ries primeres, l’elaboraci\u00f3 i disseny del producte, la creaci\u00f3 i manteniment de la marca, l’emmagatzematge, el transport, la promoci\u00f3, publicitat i comercialitzaci\u00f3 , el punt de venda i sempre al consumidor<\/strong>.<\/p>\n

Ha d’estar pendent dels canvis del sector i adaptar-se a ells, saber els canals als quals dirigeix \u200b\u200bla seva oferta i estar obert a la digitalitzaci\u00f3<\/strong> incloent xarxes socials, amb modern desenvolupament del m\u00e0rqueting<\/em>, correcta log\u00edstica (transport i emmagatzematge) especialment en productes que requereixen cadena de fred o temperatura controlada, evitant trencaments d’exist\u00e8ncies i mantenint una adequada tra\u00e7abilitat dels productes. El bon distribu\u00efdor ha d’estar tamb\u00e9 pendent de l’aplicaci\u00f3 correcta de tots els aspectes relacionats amb la normativa sanit\u00e0ria i comercial.<\/p>\n

L’adequat maneig de preus i marges, aix\u00ed com l’aplicaci\u00f3 de promocions i campanyes d’est\u00edmul a l’adequat consum, s\u00f3n aspectes crucials que s’han de manejar, convertint-se en el catalitzador entre el fabricant, el punt de venda i el consumidor. Per la seva banda el fabricant ha de facilitar tots els elements necessaris per convertir el binomi en virtu\u00f3s.<\/p>\n

Les associacions, les cambres de comer\u00e7, les ambaixades i les fires s\u00f3n punts de suport important\u00edssims<\/p><\/blockquote>\n

L’aventura de la internacionalitzaci\u00f3<\/h3>\n

Quan una empresa decideix creuar les seves fronteres una de les estrat\u00e8gies d’expansi\u00f3 \u00e9s trobar bons distribu\u00efdors als pa\u00efsos dest\u00ed. Aquesta tasca no \u00e9s senzilla, per\u00f2 \u00e9s la difer\u00e8ncia entre l’\u00e8xit i el frac\u00e0s. Les associacions, les cambres de comer\u00e7, les ambaixades i les fires s\u00f3n punts de suport important\u00edssims. En si mateixes cadascuna d’elles requeririen que se li dediqu\u00e9s un cap\u00edtol.<\/p>\n

Quan ho BIO va m\u00e9s enll\u00e0 dels productes<\/h3>\n

Segons la Real Acad\u00e8mia Espanyola Bio significa “vida”, “organisme viu”, “que implica respecte al medi ambient”. Per aix\u00f2 les empreses fabricants i distribu\u00efdores han d’accelerar el proc\u00e9s de convertir-se en unitats clim\u00e0ticament neutres i aconseguir alguna de les certificacions ecol\u00f2giques com a passos previs a plans de sostenibilitat que arriben a considerar la cura dels empleats, els prove\u00efdors, els clients i, per descomptat, els consumidors.<\/p>\n

Igual que passa amb el retail<\/em> a Espanya, la distribuci\u00f3 necessita millorar<\/strong>. S’ha passat de l’\u00e8poca d’oferta col\u00b7locada<\/em> i el tot s’hi val<\/em> a trobar-se amb productes, marques i consumidors cada vegada m\u00e9s exigents. L’explosi\u00f3 i desenvolupament de les plataformes de venda per internet, la globalitzaci\u00f3 i la immediatesa de la informaci\u00f3 en els dispositius intel\u00b7ligents, demanda excel\u00b7l\u00e8ncia en la gesti\u00f3 dels operadors de tota la cadena comercial. D’altra banda, la necessitat i oportunitat d’internacionalitzaci\u00f3 de les empreses espanyoles fabricants de productes naturals i BIO, requereix la recerca i la gesti\u00f3 adequada de distribu\u00efdors en aquells pa\u00efsos als que volen dirigir-se. Finalment, per\u00f2 per aix\u00f2 no menys important, la sostenibilitat del medi ambient i de tot all\u00f2 que caigui sota l’\u00e0mbit d’influ\u00e8ncia de cada empresa deixa de ser un atribut per esdevenir una necessitat que cada dia ser\u00e0 m\u00e9s demandada i fins i tot exigida per les normatives.<\/p>\n

Autor:<\/strong> Pedro Porta. Fundador Solgar Espanya (1991), Soci Alternatur (2019), vocal AFEPADI. Enginyer de Telecomunicacions.<\/p>\n

Subscriu-te<\/a>\u00a0a la Newsletter i rep cada mes Bio Eco Actual gratis al teu correu<\/strong><\/p>\n

Bio Eco Actual<\/em>,\u00a0<\/strong>el teu mensual 100% ecol\u00f2gic<\/em>
\nLlegir\u00a0Bio Eco Actual Novembre 2019<\/a><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

Si algú no hagués portat a Europa el cafè, la xocolata o el blat de moro no els coneixeríem. Si algú no posa en mans del retail productes, difícilment els consumidors que estan a més de 100 km del fabricant (productes de proximitat) podrien accedir-hi. Si un agricultor BIO de Badajoz no té un distribuïdor […]<\/p>\n","protected":false},"author":419,"featured_media":28658,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7177,7173],"tags":[],"class_list":["post-28667","post","type-post","status-publish","format-standard","has-post-thumbnail","category-alimentacio-ecologica","category-professional"],"yoast_head":"\nDistribu\u00efdors de productes Bio: nom\u00e9s intermediaris?<\/title>\n<meta name=\"description\" content=\"Els bons distribu\u00efdors han d'estar tamb\u00e9 pendents de l'aplicaci\u00f3 correcta de tots els aspectes relacionats amb la normativa sanit\u00e0ria i comercial.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.bioecoactual.com\/ca\/2019\/11\/08\/distribuidors-de-productes-bio-nomes-intermediaris\/\" \/>\n<meta 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