Premium Essay

Marketing Organic

In: Business and Management

Submitted By derejeer
Words 6583
Pages 27
THE MARKET FOR ORGANIC AND FAIR-TRADE COFFEE

Study prepared in the framework of FAO project GCP/RAF/404/GER

“Increasing incomes and food security of small farmers in West and Central Africa through exports of organic and fair-trade tropical products”

September 2009

The designations employed and the presentation of material in this information product do not imply the expression of any opinion whatsoever on the part of the Food and Agriculture Organization of the United Nations (FAO) concerning the legal or development status of any country, territory, city or area or of its authorities, or concerning the delimitation of its frontiers or boundaries. The mention of specific companies or products of manufacturers, whether or not these have been patented, does not imply that these have been endorsed or recommended by FAO in preference to others of a similar nature that are not mentioned. The views expressed in this information product are those of the author(s) and do not necessarily reflect the views of FAO. All rights reserved. Reproduction and dissemination of material in this information product for educational or other non-commercial purposes are authorized without any prior written permission from the copyright holders provided the source is fully acknowledged. Reproduction of material in this information product for resale or other commercial purposes is prohibited without written permission of the copyright holders. Applications for such permission should be addressed to Chief, Electronic Publishing Policy and Support Branch, Communication Division FAO, Viale delle Terme di Caracalla, 00153 Rome, Italy, or by e-mail to copyright@fao.org.

THE MARKET FOR ORGANIC AND FAIR-TRADE COFEE Study prepared in the framework of FAO project GCP/RAF/404/GER “Increasing incomes and food security of small farmers in West and Central Africa through exports of organic and...

Similar Documents

Premium Essay

Organic Pet Food Marketing Plan

...Organic Pet Food Marketing Plan September 14, 2007 NAICS Industry Code: Dog and Cat Manufacturing 311111 Abstract: This marketing plan provides a plan for entering the organic pet food product as an existing producer of non-organic pet foods based current market conditions and trends following several high profile food safety recalls and alerts, particularly the Melamine-related deaths from pet food imported from China. The pet food industry has experienced enormous growth as part of the overall $41 billion annual pet products and services industry, and promises to move in the directions of increased natural, organic, and health oriented products as consumers increase organic consumption and become aware of safety issues in traditional food supplies. Our analysis will look at the desired strategic positioning for traditional pet foods, organic pet foods, and the target demographic based on our research. The market analysis and competitor research reveals a market segment currently occupying less than 1% of pet food sales, but with tremendous growth potential. The traditional pet food market is mature with 6 major competitors with 86% of market share, but a much more competitive organic market. Table of Contents 1.0 Executive Summary 3 2. Marketing Plan 4 2.1 Business Mission 2.1.1 Financial Objectives 4 2.1.2 Marketing Objectives 4 2.2 Market......

Words: 4704 - Pages: 19

Premium Essay

Packaging

...consumers have realized that their purchasing behaviour has a direct impact on many ecological problems (Laroche, 1996). The growth of organic agriculture is seen as part of the emerging marketing trends where consumers demand to know what benefits a food could deliver before making a purchasing decision, consumers tend to seek for “Natural aspect” of the Food products, as well as their effects on Environment. On the other hand, the healthy issue is becoming one of the prior concerns of consumers in purchasing products, especially when it comes to food. This factor is appeared as the main driving force for consumers to purchase organic food (Yin et al., 2010). According to Jia et al. (2002) food is categorized as “organic” if the product does not contain artificial synthesized fertilizers, pesticides, livestock, growth regulators and poultry feed additives. A variety of agricultural products can be produced organically, including produce, grains, meat, dairy, eggs, and processed food products. "Organic" does not mean "natural." There is no legal definition as to what constitutes a "natural" food. However, the food industry uses the term "natural" to indicate that a food has been minimally processed and is preservative-free. Natural foods can include organic foods, but not all natural foods are organic.In recent decades, the global organic market has been expanding in accordance to the increase of its agricultural cultivation area. According to...

Words: 5063 - Pages: 21

Premium Essay

Whole Foods Case Study

...analysis of Whole Foods. I will be explaining the company’s background, current situation, SWOT analysis, key issues and alternatives and my recommendations for the company. CURRENT SITUATION In 1980, Whole Foods Market evolved from a local supermarket that sold natural and health foods in Austin, Texas, into the world’s largest chain of natural and organic foods supermarket. In 2009, the company has sales revenue of $8 billion and in 2010, had 289 stores in the United States, Canada and Great Britain. Over the past 32 years, Whole Foods has become the leader in organic and natural foods throughout the United States, helping the people of the United States become more aware of their food habits.. John Mackey, co-founder and CEO, believed that marketing high quality natural and organic foods to more and more customers in more and more communities would help spread the word that our diets are very important to way we live, allowing people to see how they can enjoy a long, healthy and pleasurable life. Mackey states that he wants Whole Foods to become an international brand synonymous with carrying the highest quality natural and organic foods available and being the best food retailer in every community in which Whole Foods stores were located. He wants Whole Foods to set the line for standard for excellence in food retailing. Whole Foods mission statement is “Whole Foods, Whole People, Whole Planet.” Whole Foods wants to obtain products locally and from all over the......

Words: 1197 - Pages: 5

Premium Essay

Management

...the trends in the retailing of organic foods and the impact of these trends on Whole Foods Market. A growing appetite for Organic foods have been observed as a recent trend in the markets of United States in specific and the rest of the global market in general. This has been observed due to the change in the thinking process of the people in terms of remaining healthy and staying fit. The retailing of organic foods as traditional suppliers of organic foods faced competition from companies new to this sector (Plunkett, 2007). The organic foods are now not only sold in the natural product stores such as Whole Foods and food cooperatives but also in supermarkets such as big box stores like Wal-Mart, Costco and the like. These foods do not contain artificial flavors and harmful elements. The rise in the health consciousness has resulted in rise in the demand of such foods. These being healthier as compared to the in comparison to the other fast food this is the reason for the increasing demand and boom in this sector of the industry. However in the earlier times, the increase in demand was not aided by equal supply by the suppliers and thus it became necessary to adopt a proper strategy for supplying and fulfilling demand of the market. The organic handlers responsible for purchasing organic foods from the farmers can be held responsible for boosting and supplying to the retailers and made it available at supermarkets, formal retails etc. Organic foods now occupy prominent......

Words: 2390 - Pages: 10

Free Essay

Organic Wines Market Analysis

...anaylsis of organic wines in australia xiangyun Dai, SID:220113354 MM110 Assignment 1 Market anaylsis of organic wines in australia xiangyun Dai, SID:220113354 2013 2013 Unit coordinator: Fredy-Roberto  Organic Wines Organic wines are made from wine grapes produced under organic agricultural practices, as defined by the International Federation of Organic Agriculture movements as the ‘production system that sustains the health of soils, ecosystems and people. It relies on ecological processes, biodiversity and cycles adapted to local conditions’ with its core principle in achieving high yields without artificial fertilizers and pesticides (IFOAM, 2008). With over 11 million certified hectares of land, the Organic agricultural industry in Australia has received rapid growth in the recent years due to the trend to a more ‘healthy, and environmentally responsible’ consumer culture and a willingness to pay more for their values (Remaud, 2008). In the following years the industry is expect to continue to receive respectable double digit growth. The recent growth in organic produces has translated well into the growing market for organic wine (107% growth during 2010-2012) and it is expected to continue into the future (Mascitelli, 2012). While the average consumer are not so willing to pay the premium for the ‘organic’ label on their wine, research have found that a significant cluster (~14%) of Australians are willing to pay up to a 9% premium for organic wine (Chvyl,...

Words: 1259 - Pages: 6

Premium Essay

Market Research Plan

...Lodgepole Creek Certified Organic Foods Market Research Plan For Dr. Bensen Prepared by: Stephanie Disney 1 Executive Summary of research and findings Lodgepole Creek Certifies Organic Foods would like to know who they should be marketing to, in order to receive the best results for their company's success. They would also like to know how to best appeal to this marketing mix to gain their loyalty and to compete within the market. Three research objectives are identified: who should Lodgepole Creek's marketing mix consist of; research should be done to see how Lodgepole Creek can gain their loyalty. Researching and understanding what consumers want from organic sprouting companies will also help in solving the problem of competing within the market. Lodgepole Creek is the only organic sprouting company in the Nebraska Panhandle that offers its customers with a wide variety of products to include: alfalfa, sunflower, clover, bean and pea mix, lentils, wheat grass, and a "hot mix" of radish, cabbage, and mustard sprouts. Sprouts are one of the most complete and nutritional of all foods that exist. Adults between the ages of 20-40 years old who are single, single with children, married, and married with children should be the focus of Lodgepole Creek's advertising, keeping in mind that women do most of the household and grocery shopping. Single adults are trying to look their best, while older adults are wanting to......

Words: 3562 - Pages: 15

Free Essay

Marketing Research

...customers’ needs. With catering services, Kudler is able to offer services that will assist with customers needs to be able to assist with large orders and get-togethers that customers are having. This will ease the stress of the customer by making it so that they will not have to make sure that the food is prepped and ready for the party which tends to take a long time. A definition of “Marketing Research” is the collection and analysis of information to assist in decision making. With Kudler there will be a lot of “Marketing Research” in order to determine if the catering business will be something that will be worth adding to their organization. If they would have just started a catering business then who knows if it would have taken off. On the Kudler website you can see that more marketing research is needed in order to determine a definite action to take. The surveys that were done were not adequate enough to get the information in order to determine where to go. In order for Kudler to be able to increase their customer satisfaction they are going to need to define the marketing problem. From what can be seen there is a...

Words: 1359 - Pages: 6

Premium Essay

Ceres Gardening

...Ceres Gardening Company Case Study 1. How has the company grown? What is its basic strategy + how has it evolved? What have been the key factors in the company's growth? The growth of the company has been fueled by the market demand growth in organic products. Ceres increased their revenues by over 75% in just five years, while growing profits by over 25% (based on Exhibits 2, 3 & 4). Ceres’s basic strategy started with its founder, Jonathan Wydown, to promote sustainable organic gardens and landscapes to environmentally conscious consumers. Mr. Wydown has been a proponent of soil preservation, biodiversity, and natural fertilizers and pest control. Mr. Wydown was confident that the same principles behind organic farming would eventually apply to home gardens and lawns. Mr. Wydown’ s vision evolved into the creation and development of a market niche of selected certified organic seeds and seedlings for vegetables, culinary herbs, and flowers – bringing the farm to the home per se. This market niche and products became the company’s differentiator and competitive edge. The key factors that drove the company’s growth are: * Market demand and segmentation – Ceres developed a market niche for organic-conscious consumers who are concerned about the environment. Although products are priced at a higher premium, the value from the company’s environmentally conscious go-to-market strategy and segmentation allowed Ceres to develop a loyal consumer community....

Words: 1636 - Pages: 7

Premium Essay

Whole Foods Analysis

...the trends in retailing of organic foods and the impact of these trends on Whole Foods Market Organic Foods now occupy prominent shelf space in the produce and diary aisles of most mainstream U.S food retailers. Retail sales of organic foods have increased from $3.6 billion in 1997 to $21.1 billion in 2008. Whole Foods Market which is the world’s largest retail chain of natural and organic foods was founded in 1980. The company has stores in the U.S, Canada, and Great Britain with sales of $12 billion for year ending 2010. Among the trends impacting in the retailing of organic foods is the inclusion of organic products by mainstream supermarkets such as Wal-Mart, Kroger, Publix, Safeway and Save-a-Lot. In addition, stores such as Harris Teeter have introduced their own private-label brands of organics. The impact of this trend on the operations of Whole Foods is loss of customers and profit. As demand for organic foods increased, mainstream supermarkets would continue to expand their offering and selections. (Thompson, Strickland, & Gamble, 2009) Most of these supermarkets will leverage on their wide network of stores dotted all over the United States. Wal-Mart and Krogger had 2,297 and 2,477 stores respectively, as against 188 stores by Whole Foods for year ending 2006. Customers will therefore be attracted to the mainstream stores due to convenience and the fact that they have now become one-stop-shops. Secondly, retailing of organic products is experiencing......

Words: 1598 - Pages: 7

Premium Essay

Marketing

...Spain Keywords Organic food, Consumer behaviour, Spain Abstract Organic production and its consumption have grown tremendously in recent years. However, in the case of Spain demand still represents only 1 per cent of food expenditure. The main obstacle seems to be that organic food faces problems related to consumers' acceptability; lack of food availability and seasonality make it difficult to establish appropriate retailing outlets; also, higher costs of production and retailer margins jointly may result in higher prices than consumers are willing to pay for organic food attributes. Research studies have mostly elicited consumers' willingness-to-pay (WTP) for organic food through contingent valuation. Alternatively, explores, using an experimental second-price sealed-bid auction, the value that consumers place on organic food and the effect that information included on ecolabel and physical appearance have on their WTP. This methodological approach involves the use of real money and real products, which, in fact, may overcome the hypothetical bias detected in previous studies. Also discusses the effect on WTP of consumers' demographic characteristics and lifestyles, as well as attitudes towards food safety and buying behaviour. Results show, that as more accurate information is offered, consumers' acceptability of labelled organic food products increases; and that WTP is highly correlated with consumption habits variables. Consumers' acceptability of organic food in......

Words: 7816 - Pages: 32

Premium Essay

Organic Restaurant Business Plan

...ORGANIC RESTAURANT BUSINESS PLAN Presented to the Faculty of the Agribusiness Department California Polytechnic State University In Partial Fulfillment of the Requirements for the Degree Bachelor of Science By Jesse Adam Godsey June 2010 © Jesse Godsey 2010 i APPROVAL PAGE TITLE: AUTHOR: DATE SUBMITTED: A Business Plan for an Organic Restaurant Jesse Godsey June 2010 Dr. Carol Sexton Senior Project Advisor Signature ii ABSTRACT This study was undertaken to determine if it is feasible to open an organic restaurant in San Luis Obispo, CA. All collected data went into the development of a bare bones business plan for the organic restaurant. The report utilizes two techniques for analysis of this data. A strategic analysis was used to determine if the restaurant could be a legitimate competitor among the many local restaurants of San Luis Obispo. Strengths, weaknesses, opportunities, and threats were outlined, given weights according to their impact, and used to develop a SWOT matrix. Strategic goals were set after reviewing the matrix and a QSPM, quantitative strategic planning matrix, was created to determine which goal was worth pursuing. The final step in determining if the organic restaurant could compete in San Luis Obispo was to perform a competitive analysis against what were determined to be the top local competitors. Following the strategic analysis, a financial analysis was executed to determine whether the operation offered a......

Words: 17467 - Pages: 70

Premium Essay

Whole Foods Market

...Topic: WHOLE FOODS MARKET : VISION, CORE VALUES AND STRATEGY Contents: * Introduction……………………………………………………2 * Main activity & Target group……………….......……………2 * Geographic Market & Acquisitions………......….….....…….2 * Challenges…………………………….………………………...3 * PEST…………………………………………………………….3 * Environmental analysis………………………………………...4 * Michael Porter 5 forces model…………………………………5 * Internal analysis………………………………………………...6 * Possessed Resources ……….………….……………………….7 * Strengths……………………………….……………………….7 * Weaknesses…………………………….……………………….8 * SWOT Analysis………………………….………………....…..8 * Current Economic Performance……….……………………..9 * Objectives………………………………….…………………...9 * Core values………………………………….………………….9 * Vision…………………………………………………………..10 * Mission…………………………………………………………10 * Strategy……………………………………....………………...11 * Conclusion……………………………………………………..11 Introduction I n 1978, 25-year-old college dropout John Mackey and 21-year-old Rene Lawson Hardy, borrowed $45,000 from family and friends to open the doors of a small natural foods store called SaferWay in Austin, Texas.When the couple got booted out of their apartment for storing food products there, they decided to simply live at the store. Two years later, John and Rene partnered with Craig Weller and Mark Skiles to merge SaferWay with their Clarksville Natural Grocery, resulting in the opening of the original Whole Foods Market on September 20, 1980....

Words: 4823 - Pages: 20

Free Essay

Operation Management

...preferred to invest a percentage of revenues in opening new stores instead. Zara was described by Louis Vuitton fashion director Daniel Piette as "possibly the most innovative and devastating retailer in the world." Zara has also been described as a "Spanish success story" by CNN.[2] POLITICAL The primary strength of the production is to support the organic sector particularly in agricultural level of the country and in the long run assist the economy. The organic carrot production can help the society in terms of income earning because it has a tradition of volunteerism, self-help and self-determination. Furthermore, the production promotes the philosophy and practices address consumers' interests in health and wellness, the environment and animal welfare. The producers of organic crops, processors and handlers belong to flexible organizations that meet their members' needs and facilitate communication within the community. The support of the government can emphasize the promotion for supply of goods that can be a great factor in the carrot production industry which adds to its size and expansion in production in the long run. New organic carrot...

Words: 805 - Pages: 4

Premium Essay

Whole Foods Case Analysis

...Whole Foods printed mission statement is to “promote vitality and well-being for all individuals by offering the highest quality, least processed, and most flavorful natural and naturally preserved foods available.” These values have established Whole Foods Market in to the world’s largest retail chain of natural and organic food super markets; founded in Austin, Texas by John Mackey in 1980 the company has experienced rapid growth based on their impeccable business plan, that focuses on selection of products and being dedicated to high quality standards and core values embedded throughout the corporation (“Whole Foods Market”). The company’s core values are as follows: • Selling the Highest Quality Natural and Organic Products Available • Satisfying and Delighting Our Customers • Supporting Team Member Happiness and Excellence • Creating Wealth through Profits and Growth • Caring about Our Communities and Environment • Creating ongoing win-win partnerships with our suppliers Whole Foods structure varies differently from most other retail grocery stores. At Whole Foods innovation and experimentation are implemented at the store level as managers are allowed to stock 10% of products that they see will benefit and or cater the surrounding community (Lubove, 102). Whole Foods also structures their employee’s salaries differently than other Fortune 500 companies. Fortune 500 companies pay......

Words: 2486 - Pages: 10

Premium Essay

Entrepenureship

...you in the BBA program. Respectfully yours. Lonik,Md.Siddiqui (On Behalf Of Group -5) Entrepreneurship Development Sec-G Table of Content Page Executive Summary 4 Product 4 Market environment 6 Industry analysis 6 Business model 7 Marketing Strategy 8 Company Requirement 9 Budget For starting this business 10  Environmental Issues 10  Intellectual Property 11 Critical Risk Factors ( SWOT Analysis) 12 Financial Plan Analysis 14 Findings 18 Recommendations 18 Conclusion 19 References 19 Executive Summary: Organic farming is a relatively new concept to us, though we are practicing it for thousands of years without noticing. Organic farming is nothing but cultivating foods and other agricultural products using methods that do not involve modern synthetic inputs such as synthetic pesticides and chemical fertilizers, do not contain genetically modified organisms, and are not processed using irradiation, industrial solvents, or chemical food additives. In simple words organic farming is way and means to cultivate naturally, in other word primitively in a sense. The primary goal of organic agriculture is to optimize the health and productivity of interdependent communities of soil life, plants, animals and people. From economic point of...

Words: 3611 - Pages: 15