| Abstract: | In the past decade, supermarkets have spread rapidly in the low‐income Mediterranean countries. Focusing on a case of advanced supermarket diffusion (Turkey) and of incipient diffusion (Morocco), this article examines this development and its impact on the fresh fruits and vegetable sector, emphasising the level of backward integration by the retailers into the supply chain and the type of retailer‐supplier governance structure. Both countries' food sectors resemble those of Central and Eastern Europe (CEE) transition countries in their shift from a mixed traditional/staterun/owned retail system to a liberalised system. Moreover, Turkey is also on the road to joining the European Union, and is classed in policy discussions with the CEE candidates. |
