Food integrity: a market-based solution

Purpose - The purpose of this paper is to proffer an alternative conceptualization of food integrity and a market-based food integrity intelligence system. Design/methodology/approach - Food fraud is interpreted as a symptom of asymmetric knowledge. Consumer collaboration for knowledge exchange and diffusion of innovation (KEDI) safeguards food markets. The concept of communicative action is applied to conceptualize and analyze key elements for designing a collaborative food integrity intelligence system. Findings - The model of market-based KEDI consists of three dimensions: intelligence flows, organization memory, and social sensitivities. Decentralized control is crucial to effect system innovation. Originality/value - The paper integrates managerial, marketing, and economic approaches and develops a model for managing food integrity intelligence.