The Handbook of Organic and Fair Trade Food Marketing

The Handbook of Organic and Fair Trade Food Marketing......Page 1
Contents......Page 7
Foreword......Page 15
Contributors......Page 17
Organic global overview......Page 19
Organic market overview......Page 22
Organic farmland......Page 23
Organic sales channels......Page 25
Organic supply chain overview......Page 26
Organic retailer overview......Page 28
Organic market overview......Page 32
Organic farmland......Page 33
Organic supply chain overview......Page 34
Organic sales channels......Page 36
Organic retailer overview......Page 37
Organic market overview......Page 40
Organic farmland......Page 41
Organic farmland......Page 42
Global market for fair trade products......Page 43
Conclusions......Page 45
Introduction......Page 47
A mass of motivations......Page 48
Taste and health – the main purchasing triggers......Page 50
A taste to believe in......Page 51
The pleasure principle......Page 53
Food with a story......Page 54
Baby comes . rst......Page 56
From fruit and vegetables to meat......Page 58
The media and the message......Page 60
A matter of trust......Page 61
A changing climate on the environment......Page 62
Convenience versus conscience......Page 64
Beyond organic......Page 65
Building an organic future – the role of the Soil Association......Page 66
Textiles, health and beauty and household cleaning......Page 68
Convergence with fair trade......Page 69
Packaging and health......Page 70
Introduction......Page 72
Cool to be kind: the evolving Fairtrade consumer......Page 73
Facts and figures: the Fairtrade consumer......Page 74
Getting into the habit......Page 77
The Fairtrade Foundation......Page 81
Case Study One: NWFI......Page 83
Case Study Two: Oxfam......Page 84
Fairtrade towns......Page 85
The FAIRTRADE Mark......Page 87
Working with licensees and retailers......Page 88
Fairtrade Fortnight......Page 90
Farmers and workers centre-stage......Page 91
Mind the gap......Page 93
Fairtrade in facts: a quick look at Fairtrade......Page 97
The future of Fairtrade......Page 98
Successful Organic and Fair Trade Brands......Page 101
The origins of Yeo Valley......Page 103
The farming focus at Yeo Valley......Page 105
Yeo Valley Organic – the early years, 1994–2000......Page 106
Development of the brand 2000–2002......Page 108
Developing the brand range and identity, 2002–2004......Page 116
New kids on the block, 2005......Page 121
2006 and beyond......Page 122
Conclusions......Page 125
Whole Earth Foods......Page 127
The birth of Green & Black’s......Page 128
Belize......Page 133
Maya Gold......Page 135
Unforeseen bene. ts......Page 137
Competition at last......Page 139
Restructuring......Page 140
Evolution......Page 143
Quality and . avour – smallholders versus plantations......Page 145
Introduction......Page 148
Customers......Page 149
Communication......Page 150
Anticipation......Page 152
Box schemes......Page 153
Abel & Cole box service......Page 155
Broader range development......Page 156
The customer relationship......Page 157
Practical service......Page 159
Sourcing......Page 161
Producer relationships......Page 162
Transport......Page 163
The buying team......Page 164
Running an ethical business......Page 165
The benefit of working ethically......Page 166
Introduction......Page 168
Thinking outside the basket......Page 169
Going organic – the total solution......Page 171
Burnside, Stockholm and the . rst fair trade tea......Page 172
Launching change......Page 173
Into the mainstream......Page 176
The Clipper brand emerges......Page 181
Innovation......Page 184
Proving the difference......Page 186
Marketing......Page 188
Conclusion......Page 190
The Foundation seed......Page 191
The creation of a brand......Page 192
Manufacturer model......Page 193
Baking the Oaten biscuit......Page 194
The visual brand......Page 196
The Oaten launch......Page 197
1993–1999: brand development......Page 198
1999–today: organic success......Page 199
Environmental factors......Page 200
Unique selling points......Page 201
Product development......Page 202
Duchy Home Farm and raw material sourcing......Page 206
Quality of manufacturing partners......Page 207
Adding value through the process......Page 208
Distribution......Page 209
Telling the story......Page 210
Tactile packaging......Page 211
Advertising and promotion......Page 212
Future growth......Page 213
Conclusion......Page 214
Background......Page 216
The need for change......Page 218
Understanding our customers......Page 219
Building the Sainsbury’s organic proposition......Page 222
The development of the Sainsbury’s SO organic name and design......Page 224
The relaunch......Page 225
Merchandising and signage......Page 227
Customer communication......Page 229
The results......Page 232
Future challenges......Page 234
Conclusion......Page 235
History......Page 237
How is organic food distributed?......Page 238
Is there room for the big players?......Page 239
Organic products become franchise businesses: Dennree takes new marketing paths......Page 240
Consumers’ motivation......Page 241
Media......Page 242
Natural organic cosmetics......Page 243
Outlook......Page 244
Review of the market for organic food and drink......Page 246
Consumer profile and purchasing motives......Page 247
Fattoria Scaldasole......Page 248
Ecor......Page 249
Naturasi......Page 250
Conad......Page 251
Esselunga......Page 252
Selex......Page 253
Coop Italia......Page 254
Libero Mondo......Page 255
Introduction......Page 257
Projected growth of the organic market......Page 258
High growth organic categories......Page 259
The quandary of imported ingredients......Page 260
The development of USDA organic standards and labelling......Page 261
National Organic Standards Board......Page 262
Harvey v. Veneman and changes to USDA organic standards......Page 263
Whole Foods Market......Page 265
Trader Joe’s......Page 266
Mass-market stores and Wal-Mart......Page 267
Fair trade in the USA......Page 269
US sales of fair trade coffee......Page 270
Consumer interest in other eco-labels......Page 271
Conclusion......Page 272
Trade, advocacy, research and regulatory organizations: contact information......Page 273
Companies: contact Information......Page 275
Trade shows......Page 278
Setting the scene......Page 280
The ethical consumer......Page 281
Who cares about ethics?......Page 283
In the beginning......Page 284
Making the breakthrough......Page 285
Dealing with the devil?......Page 289
New challenges ahead......Page 292
Convergence and divergence......Page 295
Managing momentum......Page 298
Organic brands......Page 302
Organic certifying bodies......Page 303
Retailers......Page 304
Trade shows......Page 305
Index......Page 307