Marketing organic products: Exploring some of the pervasive issues

Pearson, D. and Henryks, J. (2008) Marketing organic products: Exploring some of the pervasive issues. Journal of Food Products Marketing, 14 (4). pp. 95-108. ISSN 1045-4446 doi: 10.1080/10454440801986421

Abstract/Summary

This article explores the marketing of organic products. It identifies the issues that pervade the national, organisational, and individual differences within the global organic industry. These are discussed using the marketing mix framework of product, price, promotion, and place of distribution. It concludes that a large percentage of customers, who are spread throughout the community, purchase organic products, most of whom only purchase it occasionally. The most important attributes of organic products are health, quality, and environment. Promotion of these benefits has the potential to demonstrate that, even at the higher price, they still offer value for money.