IMPROVING INFORMATION FLOWS IN THE SUGAR INDUSTRY SUPPLY CHAIN: THE MACKAY SUGAR WEB PORTAL

In 2000–2001, Mackay Sugar adopted a multi-pronged strategy to rationalise its four mills’ field operations, incorporating satellite estimating, a ‘call centre’ approach to field communications, and an interactive Internet web portal to facilitate information flow between growers, harvesting contractors and mills. This paper outlines the strategy and focuses on the design and implementation of the web portal. A web portal is a web site that provides a group of individuals sharing a common purpose with access to the tools, information, and communications they need. The Mackay Sugar portal performs these functions for the members of the sugar industry supply chain. Key processes in this development were: consultation with supply chain members for requirements definition; design and construction of the portal to meet performance targets; training; and facilitation and extension to gain acceptance of the technology. The portal has been operating for two seasons and now incorporates a sophisticated GIS-based interface. This paper analyses the benefits of the site and discusses its potential application to regional value chain management in the sugar industry.