The Handbook of Organic and Fair Trade Food Marketing

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The markets for organic and fair trade food are growing rapidly. Although there are some important differences, both seek to addr...

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Beschreibung

The markets for organic and fair trade food are growing rapidly.
Although there are some important differences, both seek to address
the consumer desire for "better" food: fair trade
because it offers economically disadvantaged producers a better
financial return; organic because it is perceived to be a more
sustainable system delivering better-tasting, healthier and safer
food than that produced by non-organic methods.

The Handbook of Organic and Fair Trade Food Marketing provides a
practical guide to successful marketing in these two dynamic
sectors, underpinned by case-histories and lessons from companies
that have been successful in these areas, including Green &
Black's, Yeo Valley and Duchy Originals. It includes a review of
the international markets for organic and fair trade food and
drink; an analysis of organic and fair trade consumers; a review of
successful retailing practice and a section on organic and fair
trade divergence and convergence. Chapters are also included on
perspectives from the USA, Germany and Italy. The book is written
by industry experts, augmented by academic contributions where
appropriate, offering for the first time the practical marketing
advice required by companies in this sector.

Autorentext

Simon Wright is the founder of O & F Consulting (London), a
Council Member of the Soil Association and an advisor to a number
of organic and Fairtrade retailers and food manufacturers.

Diane McCrea is an independent consultant on food and consumer
affairs based in Cardiff, working in Europe and Internationally.
She is a member of various government committees, including the
Advisory Committees on Pesticides, and Animal Feeding, promoting
the consumer perspective in regulatory affairs.

Zusammenfassung
The markets for organic and fair trade food are growing rapidly. Although there are some important differences, both seek to address the consumer desire for better food: fair trade because it offers economically disadvantaged producers a better financial return; organic because it is perceived to be a more sustainable system delivering better-tasting, healthier and safer food than that produced by non-organic methods.

The Handbook of Organic and Fair Trade Food Marketing provides a practical guide to successful marketing in these two dynamic sectors, underpinned by case-histories and lessons from companies that have been successful in these areas, including Green & Black's, Yeo Valley and Duchy Originals. It includes a review of the international markets for organic and fair trade food and drink; an analysis of organic and fair trade consumers; a review of successful retailing practice and a section on organic and fair trade divergence and convergence. Chapters are also included on perspectives from the USA, Germany and Italy. The book is written by industry experts, augmented by academic contributions where appropriate, offering for the first time the practical marketing advice required by companies in this sector.

Inhalt

Foreword by Justin King, Group Chief Executive, Sainsbury's.