Premium Essay

Marketing Organic

In: Business and Management

Submitted By derejeer
Words 6583
Pages 27

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

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

Opportunities and Difficulties in Organic Growth

...Table of Content 1 What is organic growth? 1 2 Why organic growth? 1 Preparing for organic growth 2 3 How organic grow 3 The models included 3 4 Growing pains in organic. 6 5 Transition in organic growth 7 6 Conclusion 8 7 References 9 What is organic growth? In growing process for entrepreneurial business, internal (organic) growth is one of the most important steps for a firm to sustain the growing process. Through the definition and research from Barringer and Ireland (2010), most of the entrepreneurial business use organic grow as their first main growth strategy, when it doesn’t rely on outside intervention. The rate of entrepreneur failure was also mentioned by Scott Shane (2008) that only 50% of the entrepreneur business still alive after the first 5 years. Thus focusing into internal growth would be a strong strategy not only for standing in the competitive market but also is a sustain way of growing for a company in the first step. Why organic growth? In entrepreneur business, the theories from Schumpeter (1962) about the competitive process of capitalism which was not created by timid elements of reducing price but the innovation and creative from inside the firm itself generated overall economic growth and development, have been attracting the attention from even modern economists. Also based on Schumpeter (1962) as the changes are the key factors for growing. A newly start-ups company are more dynamic and making......

Words: 5643 - Pages: 23

Premium Essay

Origins of the Organic Movement

...[Origins of the Organic Movement and its impact on society] | Winter Term Honors Project FSM 1070 Professor Scott Smith T/Th 2-4 CRN: 21563 | Table of Contents Introduction……………………………………………………………………………….1 Origins of the Organic Movement………………………………………………………...2 Pre-World War II………………………………………………………………….3 Post-World War II………………………………………………………...…........5 Impacts of the Revolution…………………………………………………………………9 Future Plans of the Organic Revolution………………………………………………….10 The Organic Certification Process……………………………………………………….11 Negative Impacts and Criticism of the Organic Movement …………………………….12 Conclusion……………………………………………………………………………….13 Works Cited……………………………………………………………………………..14 Many organic practices simply make sense, regardless of what overall agricultural system is used. Far from being a quaint throwback to an earlier time, organic agriculture is proving to be a serious contender in modern farming and a more environmentally sustainable system over the long term. -David Suzuki The organic movement has been in swing since the early 1900’s. Many different companies, consumers and governances have all joined the bandwagon and work to further the goals of an organic world. The organic movement is no where near complete and many dedicated individuals are working to further its progress. Many retailers such as Whole Foods, Alfalfa’s, Wild Oats, and Trader Joes, are all companies dedicated to selling all-natural and organic food products......

Words: 3597 - Pages: 15

Premium Essay


...Title: to get organic food Specific purpose: Organic food advocates claim that organically grown foods are safer and more nutritious than foods raised with non-organic methods such as pesticide and non-organic fertilizer use, or antibiotic and hormone use. Thesis statement: Many people just don't trust these chemicals and don't want to put them into their bodies. Since virtually all non-organically produced foods contain residues of pesticides, fertilizers and other chemicals, the only way to avoid them is to buy organic foods. Introduction Organic foods are grown without using most conventional pesticides and fertilizers. A product that is identified as being organic is not produced by genetic engineering. Ionizing radiation and sewage sludge cannot be used in organic production or handling. Organic farming practices include soil and water conservation measures. Crop rotation, manure, and compost are used to improve the soil in place of using conventional fertilizers. Instead of using commercial insecticides or herbicides, organic farmers might use companion planting to discourage insects and mulch and hand weeding to control weeds. To be certified as organic, food products need to come from farms and processing plants that are certified as organic. This means that they are inspected by certified government officials to ensure that organic farms are up to USDA organic standards. The USDA is responsible for the organic labeling program and allows one of three possible......

Words: 775 - Pages: 4

Free Essay

Organic Food

...Organic Foods With the development of agriculture, more environment issues appeared because of using too much chemical pesticides and fertilizers. So people are looking for other new agricultures to instead of the old model such as the organic agriculture or organic food. Natural farming is based on the observation of nature and allowing it to do what it naturally does best. (Fukuoka 284) What organic food means? According to the website, organic produce and other ingredients are grown without the use of pesticides, synthetic fertilizers, sewage sludge, genetically modified organisms, or ionizing radiation. Animals that produce meat, poultry, eggs, and dairy products do not take antibiotics or growth hormones ( The chemical pesticides are the most of direct elements for which do harm to the environment. So organic food without these negative factors is benefit for environment. Then what does organic food effect environment? The first of all is organic food can prevent soil pollution. “Organic farms protect the environment by building soil organic matter and by mimicking natural systems rather than relying on synthetic fertilizers and pesticides.” (Organic Food) The development of organic food is originated from the development of organic farming. It applies developed biotechnology to organic farming. Organic food is based on the relationship between land, animals, human, bio system and the healthy agricultural production system. The basis is......

Words: 945 - Pages: 4

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


...Organic foods are foods that are produced using methods of organic farming -- that do not involve modern synthetic inputs such as synthetic pesticides and chemical fertilizers. Organic foods are also not processed using irradiation, industrial solvents, or chemical food additives.[1] The organic farming movement arose in the 1940s in response to the industrialization of agriculture known as the Green Revolution.[2] Organic food production is a heavily regulated industry, distinct from private gardening. Currently, the European Union, the United States, Canada, Japan and many other countries require producers to obtain special certification in order to market food as organic within their borders. In the context of these regulations, organic food is food produced in a way that complies with organic standards set by national governments and international organizations. Evidence on substantial differences between organic food and conventional food is insufficient to make claims that organic food is safer or more healthy than conventional food.[3][4][5][6][7][8][9] With respect to taste, the evidence is also insufficient to make scientific claims that organic food tastes better.[5][3] Many supporters of the organic foods movement believe that pesticides, herbicides and artificial additives found in non-organic food might be carcinogenic. The American Cancer Society (ACS) has said "whether organic foods carry a lower risk of cancer because they are less likely to be contaminated......

Words: 263 - Pages: 2

Premium Essay

Go Organic

...would be impractical to attempt to persuade America to become vegetarians, but another solution to this growing problem would be to promote and eat organic meat. Organic is a term used for food that has not been genetically modified or altered, and that the organic fed animals have access to the outdoors. The treatment to these animals is considerably better. They are not treated with antibiotics, growth hormones, or chemicals. Like I previously stated though, these foods are significantly more expensive than a burger at the local McDonalds. According to the Organic Consumers Association, the prices of the organic version of meat are about 20 percent more expensive. These farmers, that provide a healthier and better lifestyle, are faced with the competition of low factory farm rates and the struggle to find a way around this price obstacle. In order to support and popularize these organic farms, they need more consumers. In spite of the price barrier, organic food is one of the fastest growing products in the food industry, increasing 20 percent annually. The U.S. sales for organic food and beverages have increased from 1 billion in 1990 to 26.7 billion in 2010. However, not everything you read at the supermarket is true. For example, if the meat is misleadingly labeled “free-range” or “free-roaming,” it is far from being organic. This label just means that the animals are allowed outdoor access for an undetermined period, each day. Many consumers are also deceived with the......

Words: 1530 - Pages: 7

Premium Essay


...Taiwanese Market for Organic Food & Drink © Organic Trade Association 2006 This report is the intellectual property of OTA and for the use of US companies only. No part of this report may be reproduced or used in other commercial publications without written consent from the OTA. For information regarding permission, write to: Organic Trade Association PO Box 547, Greenfield MA 01302 Table of Contents I. Introduction 3 II. Market Overview & Summary 5 III. Industry Analysis 6 Industry Development Organic Farmland 6 7 IV. Market Analysis 8 Market Forecasts Market Drivers Market Restraints Product Categories 8 10 12 14 V. Sales Analysis 16 Distribution Structure Sales Channels 16 17 VI. Competitive Profiles 20 Producer Analysis Importer Analysis 20 22 VII. Pricing Analysis 24 IX. Business Recommendations 26 X. References 28 XI. List of Key Companies 29 © Organic Trade Association 2006 Organic Monitor ( 1 2 Organic Monitor ( © Organic Trade Association 2006 I. Introduction This report analyzes the Taiwanese market for organic food & drink. The report has been prepared by a combination of primary and secondary research. About 90 percent of the data was derived from primary research, which was in the form of trade interviews with leading producers, wholesalers, importers and retailers of organic products. Interviews...

Words: 8180 - Pages: 33

Premium Essay

Organic firms make Organic products? -Organic food is made with less chemicals and food without chemicals are viewed as an attractive, more healthy choice. -Companies are making organic products because organic products have a growth rate of 5 times that of conventional packaged foods. -This information has led to some large chain grocers to even create their own brand of organic products. “Organic grocery products are ringing up sales growth of 15 percent a year, that is five times the growth rate of conventional packaged foods. Several major supermarket chains have begun offering their own brand of organic pasta, cookies and juice. Now, giant food processors and packagers of national brands are getting in on the organic action. Wal-Mart. the nation's largest retailer decided earlier this year to expand its organic offerings in the produce and grocery aisles across all its outlets and is doubling the number of organic items in 10 percent of its stores.” The reason why people don’t buy Organic product. -Some consumers don’t buy organic due to the higher price of the products. -Organic products can cost consumers 20%-100% more than the typical non-organic products. -It is expensive for traditional farms to be converted to organic farms. -Only 0.9% of farmland throughout the world is organic. -Organic farms produce less than traditional farms so there are less organic ingredients available to make these products. “America's appetite for organic food is so......

Words: 293 - Pages: 2

Premium Essay


...Organic From Wikipedia, the free encyclopedia Jump to: navigation, search Look up organic or organics in Wiktionary, the free dictionary. Organic may refer to: Of or relating to an organism, a living entity Of or relating to an organ Contents [hide] 1 Chemistry 2 Farming, certification and products 3 Computing 4 Economics and business 5 Military 6 Law 7 Music 8 Other 9 See also Chemistry[edit] Organic matter, matter that has come from a once-living organism, is capable of decay or the product of decay, or is composed of organic compounds Organic chemistry, chemistry involving organic compounds Organic compound, a compound that contains carbon Farming, certification and products[edit] Organic farming, agriculture conducted according to certain standards, especially the use of stated methods of fertilization and pest control Organic certification, accreditation process for producers of organic products Organic clothing, clothing produced from organic fibers such as organic cotton Organic horticulture, the science and art of growing fruits, vegetables, flowers, or ornamental plants by following the essential principles of organic agriculture Organic food, food produced from organic farming methods and often certified organic according to organic farming standards Organic baby products, organic products intended for babies and toddlers Organic wine Organic movement, movement of......

Words: 663 - Pages: 3

Free Essay

Organic Products

...WHY ORGANIC PRODUCTS? A healthy outside starts from the inside. Hence, making a commitment to healthy eating is a great start towards a healthier life. Beyond eating more fruits, vegetables, and good fats, however, there is the question of food safety, nutrition, and sustainability. How foods are grown or raised can impact both your health and the environment. This brings up the question: Is “organic” always best? It is all very well to go organic when we’re eating, but what about skincare? If we do not intent to put in harmful chemicals inside our body, should we really be putting chemicals on our skin? With researchers estimating that women put over 500 chemicals on their face daily, should this raise concern amongst us? The Food & Drug Administration (FDA) establishes the regulations and standards in the United States regarding the manufacture of drugs & food. The problem is that they don’t pay as much attention to skin care and make-up as they should, thereby allowing some very harmful chemicals to be used in creating almost every product that is mass marketed. Taking care of our skin is essential, as after all it is the body’s largest living organ. However, many of the personal care products available in the market contain toxins and chemicals that suffocate the skin. Many main-stream products contain chemicals that are easily absorbed into the skin and can enter the blood stream. Most of these compounds are absorbed easily by the skin, which inhibit the......

Words: 1323 - Pages: 6

Free Essay

Organic Farming

...Organic Farming Project 1 1 Introduction PT. Rumah Perubahan (RP) and PT. Kampung Kearifan Indonesia (Javara) has agreed and signed an MOU on the 11th July 2014. The first step was for Javara to create a business plan. We have gathered expertize from our Marketing, Business Development and Urban Farming departments to create a business plan that will be marketable and produce optimized profits The purpose of this document is to give the first step of planning of plants that will be developed for produced to be sold for processing to artisanal products. 2 Potential Products 1. Organic Tomato Sauce 2. Organic Chili Sauce 3. Organic Vegetable Soup Stock 4. Basil Pesto 3 Calculation of Needs 3.1 Tomato Sauce TOMATO tumpang sari Spring Onion | | | INCOME | | | | | m2 lahan | 1000 | m2 lahan | | lahan efektif | 600 | m2 lahan efektif | | bedeng | 60 | bedeng | | tanaman/bedeng | 40 | tanaman/bedeng | | kg output/tanaman | 2 | kg/output tanaman | | kg output/siklus 6 bulan | 4800 | kg output | | siklus per tahun | 3 | siklus/th | | kg output/tahun | 14,400 | kg output/tahun | | Harga/kg | 6,000 | /kg | | | 86,400,000 | income/tahun | EXPENSES | | 13 | bulan orang kerja @ Rp 1.5juta | 19,500,000 | | 2400 | Lanjaran | 1,200,000 | | 3 | botol pestisida nabati | 150,000 | | 720 | sack pupuk @ 10ribu | 7,200,000 | | 3 | botol pupuk......

Words: 751 - Pages: 4

Premium Essay

Organic Feeds Product Paper

...of the product: “O-Feeds” Nature/ Description: Good nutrition through the feeding of organic feeds accurately provides the needed building blocks for full lean muscle growth and development. Growth in young pigs consists mostly of bone and muscle, but as the pig grows older, fat deposition occurs at an increasingly faster rate. The effectiveness may be on chickens, cats and fishes at the same time. This justifies the need for a multi-phase feeding program. Each diet in the multi-phase feeding program is needed to make sure that the required nutrients per stage of growth are supplied, no more no less. This way, muscle deposition is maximized while fat accretion is minimized. Every product O-Feeds brand is specially-formulated to help your hogs gain more weight with less feeding. That means you can go from breeding to selling in less time, helping you see profits faster than ever before! Whether you are looking to breed and sell in less time or feed your hogs cost-effectively, our hog feed brands deliver the top-notch quality that you expect at the lowest possible cost. Product Usage/ Benefits a. Environment and Community Friendly The product is made out of natural resources, hence the effects of artificial chemicals is reduced. The effect of soil compaction, erosion and declines in overall soil fertility is prevented also. Because the feed itself is made from organic ingredients, the foul smell produced from piggery is eliminated. Respiratory diseases are......

Words: 5629 - Pages: 23

Premium Essay

Organic Garden

...1. Which legal form will you use for your business? Provide specific support for this decision. Organic Garden will be founded as for profit organization and will be a partnership of two or more people. The partnership form of ownership will be limited liability partnership to provide flexibility for the partners and limit the liability to the partners. Section 306(c) of the Revised Uniform Partnership Act (1997)(RUPA) (a standard statute adopted by a majority of the states) grants LLPs a form of limited liability similar to that of a corporation: An obligation of a partnership incurred while the partnership is a limited liability partnership, whether arising in contract, tort, or otherwise, is solely the obligation of the partnership. A partner is not personally liable, directly or indirectly, by way of contribution or otherwise, for such an obligation solely by reason of being or so acting as a partner. This form of business allows the partners to have flexibility in the affairs of the firm and the corporate structure allows the firm to be flexible in the affairs of the firm. Also the company structure allows the firm to hire and attract competent professional for the company. The partners will also be acting as the controlling members of the company and will provide flexibility to any partner to exit or join the business without affecting the functionality of the company. 2. What are the costs involved? Advantages? Disadvantages? Advantages: The main advantage to...

Words: 1313 - Pages: 6

Premium Essay


...Marketing Communications Plan Prepared For Tewkesbury Borough Council For the attention of Katie Powers, Economic Development Officer, Tewkesbury Borough Council. Matthew Stott 3712951 Contents Page Executive Summary 4 Introduction 5 Key Issues 8 Marketing Communications Objectives 10 Proposed Strategy 11 Proposed Tactics 11 Push Campaign: 12 Pull Campaign: 13 Cruft’s Promotional Stand: 13 Social Petworking: 13 PR: 13 Tewkesbury Dog Show ‘Battle Of The Dogs’ 14 Campaign Timing: Gannt Chart 15 Monitoring The Changes 16 Budgeting 16 Summary 17 Appendices 18 Executive Summary Located in Gloucestershire, Tewkesbury’s diverse transport links makes it easily accessible and the riverside location provides a picturesque focus for visitors. Tewkesbury is a medieval market town which has retained many of it’s historical buildings. There are numerous cultural attractions including the Abbey that dates back to 1087, Farmers markets and a Tudor style high street with many traditional shops. Transport links include national cycle paths, long distance footpaths and the town is even accessible by water as it is located at the confluence of the rivers Severn and Avon. The history of Tewkesbury provides a major focus for the local tourist industry complimented by outdoor activities close to the town in the un-spoilt Gloucestershire countryside. In 1471 Tewkesbury was the site of the most decisive battle of the War of the Roses.......

Words: 6421 - Pages: 26