4.1.1. Mainstream

The Mainstream type of food supply chain applies widely available production techniques to create relatively undifferentiated food products (some differentiation may occur as Mainstream ingredients are further processed, combined, and comingled to take on various quality attributes. However, compared to Growth and Niche products, Mainstream products have little differentiation). The skills and information required for farming, animal husbandry, harvesting, slaughter, processing, and packaging of these products are widely available and well understood; Mainstream FSCs therefore engage in exploitation as defined by March [56]. Because these products involve mature technologies, processes are conducted with an emphasis on increasing efficiency at the process level (we refer to efficiency at the process level, not reflecting total inputs of energy, fertilizers, and the resources

associated with those inputs). The differentiation of products is relatively low, although branding may be used to convey quality and value to the consumer. Price competition is intense. Accordingly, market conventions are a priority for competitive advantage, supported by industrial conventions that enable efficiency and scale, followed by widespread public acceptance of this type of food product, and by inference, acceptance of this type of FSC.
