McCormick+Schmitz Handbook for value chain research on - PACA

producers all over the world. This gives them an unrivalled ability to compare. This
chapter shows how we can tap their knowledge in order to assess the strengths and
weaknesses of producers in “your” region and make comparisons with other regions and
countries.
Chapter 8, concerned with drawing an initial map, suggested ways of contacting these
buyers. Here we assume that the relevant buyers have been identified and contacted. We
stress ‘relevant’ because only buyers who have actually sourced from producers in “your”
region (or have at least considered it), are in a position to make the kind of comparative
judgement that we are interested in. Our examples refer to buyers who are global in the
above sense, but much of the recommended procedure will also be applicable to national
buyers, provided again that these buyers source also from other competing regions.
11.1 Preparing the interviews
In preparing the interviews with buyers it is worth remembering a rule which applies to
most interviews: you will get the in<strong>for</strong>mation you deserve. In other words, the better
prepared you are, the greater the likelihood that you obtain the sought after in<strong>for</strong>mation.
In<strong>for</strong>ming yourself in advance of what this buyer does and represents is an important part
of this preparation. As mentioned be<strong>for</strong>e, the Internet can be of enormous help.
Take the case of GAP Inc. The website of this buyer (www.gapinc.com) provides you
with in<strong>for</strong>mation on, <strong>for</strong> example, GLOBAL MANUFACTURING.
“Gap Inc. works with third-party manufacturers in more than 50 countries,
including the United States, to make the products we sell in our stores.
Though we don't own any manufacturing facilities, we developed a Code of Vendor
Conduct to ensure the factories we do business with make our clothes under safe and
humane working conditions. To do this, Gap Inc. has a global network of more than
80 employees who must inspect and approve factories where orders are placed <strong>for</strong> the
first time, and then monitor those factories on an ongoing basis. They inspect factory
conditions, review payroll records, interview workers and meet with factory owners
and managers to discuss and correct compliance issues.
Most factories work hard to meet or exceed our requirements. If factories don't share
our commitment to maintaining safe conditions and treating workers fairly, we stop
doing business with them altogether. Today, we have the most comprehensive internal
monitoring organisation in the apparel industry, complemented by independent and
external monitoring.
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