Europe's future organic market

A scenario analysis was created by partners in the EU-funded project OMIARD in order to examine the future development and potential of the organic market in Europe.

Quelle: Corids

In the hope of eventually improving the potential of organic farming to result in positive social and environmental effects, Organic marketing initiatives (OMIs) were examined. More specifically, the development of successful marketing strategies, OMIs' interactions with the community and consumer demand evolutions were investigated.

Scenario analysis was used in order to identify the underlying factors, current trends and uncertainties of the market within a certain time span as well as to test strategic business options. This covered several key issues. Some of them include trade liberalisation, regulation, certification standards and attitudes toward products of regional origin.

It was found that differentiating food products according to region was useful and furthermore that liberalising world markets could be beneficial. This can in part be due to the expansion of the EU along with food scares and growing concerns about food safety. Organic food could thus become the preferred option in response to such consumer concerns. Wider dissemination such as media coverage and advertising as well as better labelling of organic products is needed.

Further information:

http://agrecon.unian.it