Marketing organic produce outlets

Supermarkets are clearly not the only source from which consumers choose to buy their organic produce. Indeed, the organic world presents unique opportunities for consumers to buy produce that does not exist in the conventional arena. Box schemes and farmers markets represent a different and interesting way of buying fresh fruit and vegetables. In addition, farm shops are becoming an increasingly popular outlet for produce. 

The market analysis is focused on the relationship between the organic producers and supply-chain steps. In particular, outlet markets—direct selling, wholesale, retail— have been analyzed with reference to wine categories (red, white, novello, barrique, aged, etc.) showing volumes and prices. 

This chapter provides an overview of the US organic market for organic products, from the perspective of the consumer. We first detail trends in retail sales and farmer outlets for organic products, and next discuss the reasons consumers purchase organic food. We then shift focus to direct sales of organic foods this in-depth discussion reflects the importance of farmers markets and other outlets for both consumers and producers of organic foods. 

Yet, the critical mass supplied by individual farms is often low, and organic products cannot be sold directly to supermarkets or shops, Generally, the main outlet market is the wholesaler. Direct sales to consumers or other shorter ways remain explored by only a few producers. Foreign markets are still unknown to most farmers. 

The pathways from local markets are much richer. The map shows that complete pathways run from open markets and the farmer to the terminal value. Good relations, via three functional consequences of these choices of outlet. Social contact. Contact with producers, and Advice or service. Contact with producers is a central node where complete pathways for shopping at open markets and direct from the farmer intersect. Thus Contact with producers can be seen to be integral to short organic supply chains (direct and local markets). But, whereas buying from the farmer connects to value only through Contact with producers, shopping in the open market connects to value via Relationship with staff - Advice, and an abstract attribute, Pleasant atmosphere that is linked to both Contact with producers and Social contact. Thus, three main paths can be... 

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