| Summary: | The present article proposes a complete framework for supply chain strategy (SCS) analysis that is adapted to the specific characteristics of the agrifood chain, thereby facilitating the management of the former. As a specific case of analysis, the horticultural supply chain, originating in Spain and ending with the European consumer, was analyzed, taking as a reference the marketing companies at origin (mainly social economy companies, that is, cooperatives). In addition, a survey of marketing companies is conducted to possibly determine which explicit cooperative growth strategies may include horizontal and vertical collaboration relationships with other members of the chain. The aim was to analyze with whom the horticultural commercialization company collaborates within the supply chain and the key points of such a collaboration. A model analyzing the influence of collaboration on company performance was also considered. The results reveal that, in recent years, aspects related to quality and health have been surpassed and replaced by the concept of sustainability within a framework of collaboration with customers. Additionally, upstream collaboration has been found to be, in most cases, more profitable than collaboration with customers. In any case, it became evident that there is a need to expand collaboration within the chain by incorporating the supplier of the supplier, with the aim of making the chain more profitable.
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