| Ամփոփում: | This study investigates the attitudes and perceptions of businesses and consumers towards the application of Blockchain technology (BCT) to fresh produce supply chains. Semi-structured interviews and focus groups (FG) were performed with fresh produce company managers and consumers, respectively. The fresh produce sector, in this context, concerns the fresh and chill chain, value-added vegetables, fruits and salads and the ingredients of these used in further food value-added processes and products. A total of five themes were identified as factors influencing BCT adoption: the novelty of the technology, supply chain characteristics, open data issues, cost-benefit analysis, and role of public stakeholders. From these, twelve sub-themes were developed and discussed. Findings provide a framework with opportunities and challenges that the fresh produce system must face in adopting decentralised systems for managing supply chain data like BCT.
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