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Innovación y distinción bajo el objetivo de la calidad en la producción de frutos rojos en Huelva

In a context characterized by an increase of international competitiveness and the concentration of power by big retailers, Huelva’s berries sector has implemented several measures in order to remain in the global agri-food supply chains. This paper analyses how the concept of quality, which is linked to the notion of innovation and distinction, is defined and shaped within the framework of two strategies recently developed within the sector. These are specialization in unique and healthy products and locally driven variety research. The analysis is supported by a qualitative methodology based on in-depth interviews.