In this paper, we analyze the compettve and innovatve trajectories followed by the canned fsh industry in recent tmes. We base our study on four case studies from the Galician industry in Spain, which comprises the largest share of the European canned fsh sector. At least four diﬀerent innovaton paterns are found in the industry. The frst patern is a conservatve one where innovaton is seen as a risk and therefore maintaining current routnes is the chosen opton. The second patern has been defned as “large retailer-dominated” and is followed by companies that have signed exclusive agreements with large retailers, which increasingly determine most of their innovaton actvites. The third strategy we have defned as “territory-orientated,” since product innovaton and incorporaton of quality distnctons based on the territory are the main innovaton drivers. Finally, we have an “ecological or natureorientated” innovaton strategy where meetng ecological normatve requirements is the main innovaton driver.
Keywords: canned fsh, innovaton, trajectories, food industry, value chain, retailers, private labels, territory, ecological products.