ISHS Acta Horticulturae 391: Horticulture in Human life, Culture and Environment
ENLARGING THE MARKET FOR HORTICULTURAL ORGANICS IN THE NETHERLANDS |
| Authors: | E.H.J.M. de Kleijn, M.H. Borgstein, A. de Jager, M.D. Hack, K.L. Zimmermann |
| Keywords: | Attitudes, Cluster analysis, Conjoint analysis, Consumption, Marketing strategy, Market penetration, Market research, Market segmentation, Market shares, Organics, Perception, Processors, Production, Retailers, SWOT-analysis, Trade, Wholesalers |
| Abstract:
The care of consumers about the environment, and more in particular, their personal health, is increasing strongly. On the other side, the demand for organics is stagnating. In the study of organic production and market stages, we investigated the problems and the possibilities in developing the demand for organic products from all the branches in agriculture in the medium term. To collect the information, we used quantitative inquiries with consumers, retailers, wholesalers, processors and growers which gave the needed information about the strengths and weaknesses of this rather new sector. Based upon the results, we developed a marketing strategy for the sector to enlarge the market of organics in The Netherlands. This strategy aims at developing the market by first, market development, and second, market penetration. This can be accomplished through diminishing production costs, increasing the appearance of organics and making fresh organic produce available year-round. In this paper, the situation of horticultural products is highlighted. | |
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