Leveraging Milk-Traceability Technologies for Supply-Chain Performance: Evidence from Saudi Dairy Firms

Growing concern over food safety and adulteration has thrust milk traceability technologies to the forefront of agrifood supply chains. This qualitative study explores the technological, organisational, and environmental (TOE) determinants of traceability technology adoption in Saudi Arabia’s dairy sector. In-depth semi-structured interviews with nine senior managers from small-, medium-, and large-scale dairy farms were analysed thematically in NVivo. Thematic analysis revealed that technological cost and compatibility played crucial role, while contrary to the prior literature, respondents downplayed technological complexity, arguing that training could offset it. Organisational culture and employee resistance were the primary inhibitors within dairy firms. Saudi Vision 2030, post COVID-19 consumer pressure and competitor pressure emerged as the dominant environmental factors. The findings offer insights for managers and policymakers on how to improve supply chain transparency, operational efficiency, product quality, and consumer trust while advancing several UN SDGs.