Scenarios and actors' strategies: The case of the agri-foodstuff sector

The importance of the agricultural market in France prompted BASF to seek o ut a new way of strengthening relations with its partners in the agrifood s ector. In 1996, against a backdrop of change (EU legislation) and upheaval (Mad Cow Disease), BASF offered operations managers or officers of distribu tion companies an opportunity to reflect upon the future in a workshop sett ing. This innovative three-stage exercise, guided by Professor Michel Godet (CNAM) and the Gerpa consulting team, met with enthusiasm, and was expande d beyond the original group and time frame. In fact, the distribution chain was opened up to include various actors, for example, consumer advocacy gr oups, so that we speak of the agri-food channel and sector. Original questi ons focused on farmers' expectations and distribution problems with specifi c horizon lines. Environmental and genetic issues soon came to the forefron t. Besides workshops and meetings, the Delphi-Regnier Abacus technique was applied, as explained in this step-by-step review of the BASF project. Over all, futures thinking has become part of the BASF France way of doing busin ess. Indeed, the BASF "Futures Studies Group," expanded to include mass dis tribution representatives, intends to continue working on the very timely t heme of food safety. (C) 2000 Elsevier Science Inc.