Author:
Hutchins R.K.,Greenhalgh L.A.
Abstract
Examines marketing orientation in the organic produce sector.
Presents results of a consumer survey which indicate that consumers are
confused about the meaning of the term “organic” and that
the current mechanisms for labelling organic produce are ineffective.
Proposes that producers of organic foods should consider consumer
research and strategic marketing planning as mechanisms for sustaining a
market which has greater potential than is currently realized. Contends
that for this endeavour to be successful, senior management figures in
the industry must take the lead and initiate this proposed change in
strategy.
Subject
Nutrition and Dietetics,Food Science
Reference10 articles.
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MSc dissertation, University of Newcastle upon Tyne, Newcastle upon Tyne, UK, 1994.
2. 2 Byng, J., “EC organic
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3. 3 Silverstone, R., “Organic farming: food for the future”, Nutrition and
Food Science, No. 5, 1993, pp. 10‐14.
4. 4 Mikkelsen, B.E., “Organic foods in catering”, Nutrition and Food Science, No. 3, 1993, pp. 24‐6.
5. 5 Conklin, N. and Thompson, G., “Product quality in organic and conventional produce:
is there a difference?”, Agribusiness, Vol. 9 No. 3, 1993, pp. 295‐307.
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