The Organic Food Market: Opportunities and Challenges - Organic Food and Agriculture: New Trends and Developments in the Social Sciences - page 72

THEMES SUB-THEMES
Current OF market Unstable supply/availability
Pricing
Supply Driven by demand
Consumer's education
Better quality
OF brand growing Positive branding
More choice for the consumer
Trends Local food
Environmentally friendly
Gluten free produce
New product lines
Distributor's Channel Depends on the direct last channel members
Differentiation
Get most information about the market from the
delivery companies
Grocery chains vs specialty stores
Feedback/Expectations Bottom-up communication
Demand Education
Growing
Changes in OF consumers Definition of organic
Smarter consumers
Reasons to buy Health
Environment
Taste
Concerns Not in store
Types of consumers based on trust Trust labels/not trust the labels
Clear differences
Brand name
Increase trust Pricing accuracy
Knowledge of clerks / advices
Educating consumers
Quality
Knowing the producer
Sustainable development Very important
Not dangerous
Will be a condition to access the market
A way of differentiation
Could be used to increase trust
Competitive advantage
Table 1. List of Generated Themes
they are asking for more organic products, “ I think, with more and more research, healthy eating
takes place. Consumers are becoming more educated and with that are making better decisions for
themselves and for their loved ones ”. This new type of consumer is willing to pay high