Scenarios and Actors' Strategies:: The Case of the Agri-Foodstuff Sector

The importance of the agricultural market in France prompted BASF to seek out a new way of strengthening relations with its partners in the agrifood sector. In 1996, against a backdrop of change (EU legislation) and upheaval (Mad Cow Disease), BASF offered operations managers or officers of distribution companies an opportunity to reflect upon the future in a workshop setting. This innovative three-stage exercise, guided by Professor Michel Godet (CNAM) and the Gerpa consulting team, met with enthusiasm, and was expanded beyond the original group and time frame. In fact, the distribution chain was opened up to include various actors, for example, consumer advocacy groups, so that we speak of the agri-food channel and sector. Original questions focused on farmers' expectations and distribution problems with specific horizon lines. Environmental and genetic issues soon came to the forefront. Besides workshops and meetings, the Delphi-Régnier Abacus technique was applied, as explained in this step-by-step review of the BASF project. Overall, futures thinking has become part of the BASF France way of doing business. Indeed, the BASF “Futures Studies Group,” expanded to include mass distribution representatives, intends to continue working on the very timely theme of food safety.