Investigating and analyzing the appropriate structure for the development of the value chain of the kiwi industry in Gilan province

The set of actions that are carried out in a business (industry, agriculture, services) in a chain to create value or add value for its customers is called a value chain. The lack of a suitable structure of the kiwi value chain has led to inefficiency in the production to market processes, severe price fluctuations, high waste and insufficient added value in the production to marketing processes of this product in Iran. This problem has also led to the lack of fair distribution of benefits between the players and circles of the Kiwi industry and the dissatisfaction of both sides of the market, i.e. producers and consumers. Considering economic, socio-cultural, environmental and structural components, this research has presented the appropriate model of kiwifruit value chain development in Gilan province. The required data and information have been obtained from documentary, field and questionnaire completion methods, which have been held together with briefing sessions in a collaborative manner with experts and specialists related to all circles of the kiwi industry in Gilan province.. There were 21 people and the required information was extracted in 2019-2020. Analytical Hierarchy Process (AHP) has been used to analyze the data, calculate the weight of criteria and achieve the appropriate structure of Kiwi value chain. The data analysis showed that completing the systematic and appropriate structure of value chain development is the final solution to solve the problems of the kiwi industry and the comprehensive model is the best structure and can guarantee the stability of the chain to a large extent