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Table Of Contents

The International Market for Organic and Fair Trade Food and Drink
Introduction
Organic global overview
Organic Europe
Organic market overview
Organic sales channels
Organic supply chain overview
Organic retailer overview
Organic North America
Organic farmland
Organic Asia
Organic Australasia
Global market for fair trade products
Conclusions
The Organic Consumer
A broadening appeal
A mass of motivations
Taste and health – the main purchasing triggers
A taste to believe in
The pleasure principle
Food with a story
From fruit and vegetables to meat
The media and the message
A matter of trust
A changing climate on the environment
A mass of contradictions
Prices versus principles
Convenience versus conscience
Local versus organic
Beyond organic
Building an organic future – the role of the Soil Association
Future trends
The challenge of local food
Textiles, health and beauty and household cleaning
Convergence with fair trade
Differentiating primary produce
Packaging and health
The Fairtrade Consumer
Cool to be kind: the evolving Fairtrade consumer
Facts and figures: the Fairtrade consumer
Getting into the habit
The Fairtrade Foundation
A strategy of collaboration
Case Study One: NWFI
Case Study Two: Oxfam
Fairtrade towns
The FAIRTRADE Mark
Working with licensees and retailers
Fairtrade Fortnight
Celebrity endorsement
Farmers and workers centre-stage
Mind the gap
The international reach of Fairtrade
Fairtrade in facts: a quick look at Fairtrade
The future of Fairtrade
Successful Organic and Fair Trade Brands
Case History: Yeo Valley Organic
The origins of Yeo Valley
The farming focus at Yeo Valley
Yeo Valley Organic – the early years, 1994–2000
Development of the brand 2000–2002
Developing the brand range and identity, 2002–2004
New kids on the block, 2005
2006 and beyond
Case History: Green & Black’s
Whole Earth Foods
The birth of Green & Black’s
Maya Gold
Competition at last
Restructuring
Supply chain management
Evolution
Growth
Quality and flavour – smallholders versus plantations
Case History: Abel & Cole
Customers
Communication
Anticipation
Range
Box schemes
Abel & Cole box service
Broader range development
Service
The customer relationship
Web trading and the customer relationship
Practical service
Sourcing
Production
Location
Producer relationships
Price
Transport
Policy development
The buying team
Ethics
Running an ethical business
The benefit of working ethically
Case History: Clipper Teas
Challenging conventions
Thinking outside the basket
Going organic – the total solution
Burnside, Stockholm and the first fair trade tea
Launching change
Into the mainstream
The Clipper brand emerges
Innovation
Proving the difference
Marketing
Conclusion
Case History: Duchy Originals
The Foundation seed
The creation of a brand
The circle of integrity – virtuous circle
Code name ‘Duchy Originals’
Manufacturer model
Baking the Oaten biscuit
The visual brand
Distribution
The Oaten launch
1993–1999: brand development
1999–today: organic success
Environmental factors
Supporting market growth
Unique selling points
Product development
Duchy Selections – free range
Non-food development
Duchy Home Farm and raw material sourcing
Quality of manufacturing partners
Ensuring absolute quality
Adding value through the process
Awareness and promotion
Packaging
Telling the story
Imagery
Clean ingredients listings
Tactile packaging
Environmental packaging
Public relations
Advertising and promotion
Consumer insights
Future growth
Measuring brand success
Case History: Sainsbury’s SO Organic
Background
The need for change
Understanding our customers
Building the Sainsbury’s organic proposition
The development of the Sainsbury’s SO organic name and design
The relaunch
Merchandising and signage
Customer communication
Colleague engagement and belief
The results
Future challenges
Organic and Fair Trade Marketing in Germany
History
The eight organic grower associations
Wholesalers
How is organic food distributed?
Driving forces
Is there room for the big players?
Organic products become franchise businesses: Dennree takes new marketing paths
Who is the organic consumer in Germany?
Organic as a matter of taste and principle
Consumers’ motivation
Organic: energy and fitness
Marketing insights
Media
Shows
More organic ingredients in restaurants and catering
Natural organic cosmetics
Fair trade
Outlook
Organic and Fair Trade Marketing in Italy
Review of the market for organic food and drink
Consumer profile and purchasing motives
Focus on organic brands
Fattoria Scaldasole
Alce Nero
Ecor
Naturasi
Multiples carrying an organic private label
Auchan
Carrefour
Conad
Coop
Crai
Despar
Esselunga
Gruppo PAM
Rewe italia
Selex
Review of the market for fair trade food and drink
Coop Italia
Botteghe del Mondo
CTM Altromercato
Commercio Alternativo
Libero Mondo
Organic and Fair Trade Marketing in the USA
Projected growth of the organic market
High growth organic categories
Challenges to the organic dairy sector
The quandary of imported ingredients
The development of USDA organic standards and labelling
Four categories of organic labels
National Organic Standards Board
Harvey v. Veneman and changes to USDA organic standards
Sales outlets for organic foods in the USA
Whole Foods Market
Consumer interest in other eco-labels
Organic and eco-labels for non-food products
Appendix
Acronyms
Trade, advocacy, research and regulatory organisations: contact information
Companies: contact information
Recommended periodicals
Books
Organic and Fair Trade Crossover and Convergence
Setting the scene
The ethical consumer
Who cares about ethics?
In the beginning
Making the breakthrough
Dealing with the devil?
New challenges ahead
Convergence and divergence
Managing momentum
Further Information – Useful Organic and Fair Trade Websites
Organic brands
Organic organisations
Organic certifying bodies
Fair trade brands
Fair trade organisations
Retailers
Consumer orientated
Trade magazines and information services
Trade shows
Index
P. 1
The Handbook of Organic and Fair Trade Food Marketing

The Handbook of Organic and Fair Trade Food Marketing

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Published by Wiley
The Handbook of Organic and Fair Trade Food Marketing provides apractical guide to successful marketing in these two dynamicsectors, underpinned by case-histories and lessons from companiesthat have been successful in these areas, including Green &Black's, Yeo Valley and Duchy Originals. It includes a review ofthe international markets for organic and fair trade food anddrink; an analysis of organic and fair trade consumers; a review ofsuccessful retailing practice and a section on organic and fairtrade divergence and convergence. Chapters are also included onperspectives from the USA, Germany and Italy. The book is writtenby industry experts, augmented by academic contributions whereappropriate, offering for the first time the practical marketingadvice required by companies in this sector.
The Handbook of Organic and Fair Trade Food Marketing provides apractical guide to successful marketing in these two dynamicsectors, underpinned by case-histories and lessons from companiesthat have been successful in these areas, including Green &Black's, Yeo Valley and Duchy Originals. It includes a review ofthe international markets for organic and fair trade food anddrink; an analysis of organic and fair trade consumers; a review ofsuccessful retailing practice and a section on organic and fairtrade divergence and convergence. Chapters are also included onperspectives from the USA, Germany and Italy. The book is writtenby industry experts, augmented by academic contributions whereappropriate, offering for the first time the practical marketingadvice required by companies in this sector.

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Publish date: Apr 15, 2008
Added to Scribd: Jun 06, 2013
Copyright:Traditional Copyright: All rights reservedISBN:9780470996089
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