The role of agrifood wholesale markets in urban fruit and vegetable distribution: the case of Parma, Italy

Agrifood wholesale markets are facing an evolution and innovation phase triggered by competition with the large-scale retail distribution chain. However, their presence in the Italian fruit and vegetable supply chain is important to keep traditional and ambulant retailers alive and may have a role in urban food planning. This study investigates the potential contribution of agrifood wholesale markets in fruit and vegetable distribution and provides policy implications. It involves an in-depth qualitative analysis of Parma as a case study, examining its role in municipal and provincial procurement from 2017 to 2023, and the perspective of wholesalers in terms of products, sales choices, and strategies to supply the local area through semi-structured interviews and Strengths, Weaknesses, Opportunities and Threats (SWOT) analysis. Based on the results, the agrifood wholesale market is strongly embedded in the local territory, supporting the small-scale traditional retail ecosystem, as well as the limitations and challenges faced. The main area of improvement concerns the need for a comprehensive supra-municipal strategy that transforms wholesale markets into a policy instrument to benefit local society.