The organic market.

Abstract

This chapter presents a brief history of organic food market in Europe. The production, consumption and trade, and the development of marketing channels of organic products are described. The institutional changes in the market, structural developments in the supply chain, and the changing organic food consumer, are discussed. Further, the consumer demographics and motives for purchasing organic food are explored, while the importance of certification and labels in building trust, the importance of origin, barriers to further expansion of the organic market, and the future of the organic market are given.