The success factors in fresh produce SCM include continuous investment (despite tight margins), volume growth, improvement of measurement and control of costs, and innovation (the level of service and the way of doing business with key customers) ... The author paints a clear picture of the fresh produce value chain, forcing readers out of their comfort zones and into thinking critically about operational and strategic matters taken for granted. Through an informative yet often humorous narrative, Hans takes you through a learning journey using CON-factor analysis. consumer, CON-straint, conflict, consistency, confidence, and control elements are discussed and analyzed to provide a deeper understanding of what happens to fruits and vegetables beyond the farm gate, with particular reference to the supermarket industry.