Sustainable value creation in fruit and vegetable companies: A case study

Abstract

The increasing demand for sustainable products along with environmental and social concerns have prompted fruit and vegetable companies to move from classical to novel, sustainable business models through the implementation of sustainability practices. This study intends to explore this process of change using the Triple Layered Business Model Canvas (TLBMC). The theoretical framework of the TLBMC has been applied in a selected fruit and vegetable Spanish company. Based on the TLBMC depicted for the company, new business models could be generated by innovating strategically in a series of areas to improve the value proposition in terms of sustainability objectives. The suggested model provides an accessible representation of the company business system allowing to guide the creative process of presenting, communicating and implementing business model innovation.