Book Information

The Handbook of Organic and Fair Trade Food Marketing

Edited by: Simon Wright and Diane McCrea (Member of United Kingdom Register of Organic Food Standards and Meat & Livestock Commission)

Reviews

"This book makes an excellent contribution to the organic movement by providing a detailed analysis fo the market for, and the marketing of, organic products. As such it assists in filling in the v...

Description

The markets for organic and fair trade food are growing rapidly. Although there are some important differences, both seek to address the consumer desire for "better" food: fair trade because it offers economically disadvantaged producers a better financial return; organic because it is perceived to be a more sustainable system delivering better-tasting, healthier and safer food than that produced by non-organic methods.

The Handbook of Organic and Fair Trade Food Marketing provides a practical guide to successful marketing in these two dynamic sectors, underpinned by case-histories and lessons from companies that have been successful in these areas, including Green & Black's, Yeo Valley and Duchy Originals. It includes a review of the international markets for organic and fair trade food and drink; an analysis of organic and fair trade consumers; a review of successful retailing practice and a section on organic and fair trade divergence and convergence. Chapters are also included on perspectives from the USA, Germany and Italy. The book is written by industry experts, augmented by academic contributions where appropriate, offering for the first time the practical marketing advice required by companies in this sector.

TopTable of Contents

Foreword by Justin King, Group Chief Executive, Sainsbury's

1. The international market for organic and fair trade food and drink
Amarjit Sahota, Organic Monitor, London, UK

2. The organic consumer
Martin Cottingham, Marketing Director, Soil Association, Bristol, UK

3. The fair trade consumer
Harriet Lamb, Fairtrade Foundation, London, UK

Successful organic and fair trade brands

4. Case history: Yeo Valley
Graham Keating, Yeo Valley Farms, Blagdon, Bristol, UK

5. Case history: Green & Black's
Craig Sams, President, Green and Blacks, Hastings, UK

6. Case history: Abel & Cole
Ella Heeks, Abel & Cole, London, UK

7. Case history: Clipper Tea
Lorraine Brehme, Bridport, Dorset, UK

8. Case history: Duchy Originals
Petra Mihaljevich, Duchy Originals, East Twickenham, UK

9. Case history: Sainsbury's SO Organic
Ruth Bailey, Senior Brand Manager: Organics, Sainsbury's Supermarkets plc, London, UK

10. Organic and fair trade marketing in Germany
Hubert Rottner, Spalt, Germany

11. Organic and fair trade marketing in Italy
Paola Cremonini, Cremonini Consulting, Bologna, Italy

12. Organic and fair trade marketing in the USA
Elaine Lipson, New Hope Natural Media, Boulder, Colorado, USA

13. Organic / fair trade crossover and convergence
David Croft, Ethical Sourcing Director, Cadbury's, London, UK and John Bowes, Cumbria, UK

Further resource: Useful organic and fair trade websites
Simon Wright, O&F Consulting, London, UK

Index

TopAbout the Author

Simon Wright is the founder of O & F Consulting (London), a Council Member of the Soil Association and an advisor to a number of organic and Fairtrade retailers and food manufacturers.

Diane McCrea is an independent consultant on food and consumer affairs based in Cardiff, working in Europe and Internationally. She is a member of various government committees, including the Advisory Committees on Pesticides, and Animal Feeding, promoting the consumer perspective in regulatory affairs.