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The Handbook of organic and fair trade food marketing

Author: Wright, Simon ; McCrea, DianePublisher: Blackwell, 2007.Language: EnglishDescription: 291 p. : Graphs/Ill./Photos ; 25 cm.ISBN: 9781405150583Type of document: BookBibliography/Index: Includes bibliographical references and index
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Item type Current location Collection Call number Status Date due Barcode Item holds
Book Europe Campus
Main Collection
Print HC2000 .F6 H3 2007
(Browse shelf)
001245615
Available 001245615
Total holds: 0

Includes bibliographical references and index

Digitized

The Handbook of Organic and Fair Trade Food Marketing Contents Foreword Contributors 1 The International Market for Organic and Fair Trade Food and Drink AMARJIT SAHOTA Introduction Organic global overview Organic Europe Organic market overview Organic farmland Organic sales channels Organic supply chain overview Organic retailer overview Organic North America Organic market overview Organic farmland Organic supply chain overview Organic sales channels Organic retailer overview Organic Asia Organic market overview Organic farmland Organic Australasia Organic market overview Organic farmland Global market for fair trade products Conclusions xiii xv 1 1 1 4 4 5 7 8 10 14 14 15 16 18 19 22 22 23 24 24 24 25 27 2 The Organic Consumer MARTIN COTTINGHAM and ELISABETH WINKLER Introduction A broadening appeal A mass of motivations Taste and health -- the main purchasing triggers A taste to believe in The pleasure principle Food with a story Baby comes first From fruit and vegetables to meat The media and the message A matter of trust A changing climate on the environment A mass of contradictions Prices versus principles Convenience versus conscience Local versus organic Beyond organic Building an organic future -- the role of the Soil Association Future trends The challenge of local food Textiles, health and beauty and household cleaning Convergence with fair trade Differentiating primary produce Packaging and health 3 The Fairtrade Consumer HARRIET LAMB Introduction Cool to be kind: the evolving Fairtrade consumer Facts and figures: the Fairtrade consumer Getting into the habit The Fairtrade Foundation A strategy of collaboration Case Study One: NWFI Case Study Two: Oxfam Fairtrade towns The FAIRTRADE Mark Working with licensees and retailers Fairtrade Fortnight 29 29 30 30 32 33 35 36 38 40 42 43 44 46 46 46 47 47 48 50 50 50 51 52 52 54 54 55 56 59 63 65 65 66 67 69 70 72 Celebrity endorsement Farmers and workers centre-stage Mind the gap The international reach of Fairtrade Fairtrade in facts: a quick look at Fairtrade The future of Fairtrade Successful Organic and Fair Trade Brands 4 Case History: Yeo Valley Organic GRAHAM KEATING The origins of Yeo Valley The farming focus at Yeo Valley Yeo Valley Organic ­ the early years, 1994-2000 Development of the brand 2000-2002 Developing the brand range and identity, 2002-2004 New kids on the block, 2005 2006 and beyond Conclusions 5 Case History: Green and Black's CRAIG SAMS Whole Earth Foods The birth of Green and Black's Belize Maya Gold Unforeseen benefits Competition at last Restructuring Supply chain management Evolution Growth Quality and flavour ­ smallholders versus plantations 6 Case History: Abel and Cole ELLA HEEKS Introduction Customers Communication Anticipation 73 73 75 79 79 80 83 85 85 87 88 90 98 103 104 107 109 109 110 115 117 119 121 122 125 125 127 127 130 130 131 132 134 Range Box schemes Abel and Cole box service Broader range development Service The customer relationship Web trading and the customer relationship Practical service Sourcing Production Location Producer relationships Price Transport Policy development The buying team Ethics Running an ethical business The benefit of working ethically 7 Case History: Clipper Teas LORRAINE BREHME Introduction Challenging conventions Thinking outside the basket Going organic -- the total solution Burnside, Stockholm and the first fair trade tea Launching change Into the mainstream The Clipper brand emerges Innovation Proving the difference Marketing Conclusion 8 Case History: Duchy Originals PETRA MIHALJEVICH Introduction The Foundation seed The creation of a brand The circle of integrity -- virtuous circle 135 135 137 138 139 139 141 141 143 144 144 144 145 145 146 146 147 147 148 150 150 151 151 153 154 155 158 163 166 168 170 172 173 173 173 174 175 Code name 'Duchy Originals' Manufacturer model Baking the Oaten biscuit The visual brand Distribution The Oaten launch 1993-1999: brand development 1999­today: organic success Environmental factors Supporting market growth Unique selling points Product development Duchy Selections ­ free range Non-food development Duchy Home Farm and raw material sourcing Quality of manufacturing partners Ensuring absolute quality Adding value through the process Distribution Awareness and promotion Packaging Telling the story Imagery Clean ingredients listings Tactile packaging Environmental packaging Public relations Advertising and promotion Consumer insights Future growth Measuring brand success Conclusion 9 Case History: Sainsbury's SO organic RUTH BAILEY Background The need for change Understanding our customers Building the Sainsbury's organic proposition The development of the Sainsbury's SO organic name and design The relaunch Merchandising and signage 175 175 176 178 179 179 180 181 182 183 183 184 188 188 188 189 190 190 191 192 192 192 193 193 193 194 194 194 195 195 196 196 198 198 200 201 204 206 207 209 Customer communication Colleague engagement and belief The results Future challenges Conclusion 10 Organic and Fair Trade Marketing in Germany HUBERT ROTTNER History The eight organic grower associations Wholesalers How is organic food distributed? Driving forces Is there room for the big players? Organic products become franchise businesses: Dennree takes new marketing paths Who is the organic consumer in Germany? Organic as a matter of taste and principle Consumers' motivation Organic: energy and fitness Marketing insights Media Shows More organic ingredients in restaurants and catering Natural organic cosmetics Fair trade Future trends Outlook 11 Organic and Fair Trade Marketing in Italy PAOLA CREMONINI Review of the market for organic food and drink Consumer profile and purchasing motives Focus on organic brands Fattoria Scaldasole Alce Nero Ecor Naturasi Multiples carrying an organic private label Auchan Carrefour 211 214 214 217 217 219 219 220 220 220 221 221 222 223 223 223 224 224 224 225 225 225 226 226 226 228 228 229 230 230 231 231 232 233 233 233 Gonad Coop Crai Despar Esselunga Gruppo PAM Rewe italia Selex Review of the market for fair trade food and drink Coop Italia Botteghe del Mondo CTM Altromercato Commercio Alternativo Libero Mondo 12 Organic and Fair Trade Marketing in the USA ELAINE LIPSON Introduction Projected growth of the organic market High growth organic categories Challenges to the organic dairy sector The quandary of imported ingredients The development of USDA organic standards and labelling Four categories of organic labels National Organic Standards Board Harvey v. Veneman and changes to USDA organic standards Sales outlets for organic foods in the USA Whole Foods Market Wild Oats Trader Joe's Independent natural foods stores Mainstream supermarkets Mass-market stores and Wal-Mart Farmers markets and CSA farms Fair trade in the USA US sales of fair trade coffee Other fair trade commodities in the USA Consumer interest in other eco-labels Organic and eco-labels for non-food products Conclusion Appendix 233 234 234 234 234 235 235 235 236 236 237 237 237 237 239 239 240 241 242 242 243 244 244 245 247 247 248 248 249 249 249 251 251 252 253 253 254 254 255 Trade, advocacy, research and regulatory organizations: contact information Companies: contact Information Recommended periodicals Books Trade shows 13 Organic and Fair Trade Crossover and Convergence JOHN BOWES AND DAVID CROFT Setting the scene The ethical consumer Who cares about ethics? In the beginning Making the breakthrough Dealing with the devil? New challenges ahead Convergence and divergence Managing momentum Appendix: Further Information -- Useful Organic and Fair Trade Websites SIMON WRIGHT Organic brands Organic organisations Organic certifying bodies Fair trade brands Fair trade organisations Retailers Consumer orientated Trade magazines and information services Trade shows Index 255 257 260 260 261 262 262 263 265 266 267 271 274 277 280 284 284 285 285 286 286 286 287 287 287 289

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