This article provides a non‐mainstream discussion on the value chain concept, which challenges generally believed positions in the area of supply chain management. The author argues that the ultimate consumer is the trigger in the supply chain. The article discusses the concept of value and the value chain, and proposes a modified meaning and interpretation of the value chain model from the point of view of a holistic supply chain context. The author proposes a modified consumer driven value chain diffusion model and an extended bi‐directional value chain diffusion model. © Emerald Group Publishing Limited.