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The rapid changes in the fresh produce supply chains are forcing companies to adapt strategies to bring the produce on the consumer’s table as fresh as possible. Unlike other goods, fresh produce easily goes to decay and has a higher requirement for safety. Low cost transportation and in effect leading to the whole supply chain can become a major advantage for the supermarkets. Management of supply chain in fresh produce thus requires a concreted effort on improving transportation practices. Firstly the management of the logistics of fresh produce, including the development and management of different varieties, implementation of criteria, supervision of quality, packing, transportation, storage, processing and distribution. The other relates to the efficient management of the relation and organization, including the selection of suitable logistic channels and partners, determination of contracts, allocation of added value, and maintenance of long-term partnership and smooth running of the supply chain. Our study examines the strategies of different retailers and develops a model based on the supply chain strategies and consumer base of the firm.