Improving organic market data collection by using the supply balance sheet approach

Analyses of national markets for organic agricultural products are constrained by the lack of official statistics on production, consumption or international trade in any European country. As a result there are several, often very contradictory and inconsistent estimations on the amount of the organic production or consumption in the EU or even in individual EU countries. The main sources for market data estima-tions are surveys with market actors and sometimes extrapolations of household or retailer panel studies. One possibility to reduce the problem of inconsistent market data for a geographical region is to use the method of supply balance sheets (SBS). By using SBS which compare the resources and uses of a product, it is easier to detect inconsistencies between produc-tion, consumption or foreign trade data. Additional quality checks can support the identification of inconsistencies between organic and conventional market data

List of publications on organic agriculture

Bibliographical data on publications of Dept. of Agricultural and Food Marketing of the University of Kasse

Veröffentlichungen von Prof. Dr. Ulrich Hamm und Mitarbeitern/-innen [Publications of Prof. Dr. Ulrich Hamm and staff]

Veröffentlichungen von: U. Hamm S. Wild L. Besschaposchnikowa A. Dahlke F. Gronefeld D. Halpin K. Kohlhoff J. Michelsen M. Müller J. Niessen A. Radlinsky T. Richter M. Rippin J. Sanders M. Schermer O. Schmi

Aufbau eines europäischen Informationssystems für den Öko-Markt

While sufficient statistical data in the conventional food market enables decision-makers to opt for investments or policies on a well-founded basis, this data is lacking in the organic food market. A European Concerted Action project in co-operation with the EU statistical office, EUROSTAT, and funded by the European Union aims there-fore at developing a framework for collection and processing reliable and comprehen-sive data on organic markets. The first phase of the project with the aim of analysing the current situation and developing proposals is accomplished. The results are a number of detailed and specific suggestions to improve the data situation on the national and international level

Informationsverhalten der Konsumenten und ethische Werte ökologischer Lebensmittel

Due to globalisation and growing anonymity of trade with organic products, farmers in Europe are under pressure to lower their production standards in order to keep up with world-wide competition. On the other hand consumers increasingly criticise food products which were produced under unsatisfactory social and environmental conditions. The arising question is whether there is a demand for organic food with additional ethical values in order to create possibilities of product differentiation with respect to ethical values. This paper investigates various ethical communication arguments and the price from the consumers’ perspective by means of an Information-Display-Matrix in five European countries. It turns out that ‘regional production’ and ‘animal welfare’ are the most important ethical arguments

Gemüseselbsternte (GSE)(BÖL 02OE535)

Es handelt sich dabei um ein interdisziplinäres Forschungsprojekt im Rahmen des Bundesprogramms Ökologischer Landbau. Die Gemüseselbsternte (GSE) ist ein Selbsterntekonzept, das Ende der 80er Jahre in Österreich entwickelt wurde und Ende der 90er nach Deutschland kam. Ökologisch wirtschaftende Betriebe legen ca. 80 qm große Gemüseparzellen mit 20 bis 30 verschiedenen Gemüsearten und –sorten an. Mitte Mai werden diese Parzellen an die Nutzer übergeben. Diese pflegen und ernten diese Flächen und geben sie im Herbst/Winter wieder ab.Aufgabe des Fachgebiets Agrar- und Lebensmittelmarketing ist es einerseits die ökonomischen Verbundwirkungen der GSE für den Absatz anderer Produkte beim Ab-Hof-Verkauf zu erfassen und andererseits mögliche Imageeffekte, die von der GSE ausgehen, zu untersuchen

Ökologische Ziegenfleischproduktion – Möglichkeiten und Grenzen

Organic goat meat production in milking herds is difficult because the production costs (milk) are higher than the price of the animal on the market. A survey done in 2008 was to find out the production potential and limits of goat meat with an organic marketing strategy. The results show that there is no fattening and marketing strategy on organic milking goat farms. Retailers can help to improve these production problems through fair prices on the contract level

Dynamik des Kaufverhaltens bei Öko-Produkten

Using purchase data from household panels, this paper analyses consumption patterns over four years for different groups of consumers. Results show that although a rising number of households purchases organic food, the market growth is still mainly carried by a small group of heavy users. Comprising about 20% of the customers and about 65% of the organic market share, this group shows the most stable behaviour over time. The development of the organic budget share of this group also shows no signs for an end to the growth. Nevertheless suppliers should also evaluate the special needs and wishes of 65% of households (2007) which only purchase organic food from time to time

„Hauptsache, es schmeckt“ - der Einfluss von Jugendlichen auf den Öko-Lebensmittelkonsum in Familien

This contribution presents results of a qualitative study investigating juveniles’ influence in family decision-making with regard to organic food. According to recent research it can be assumed that expenditures for organic food in families with children decline as children grow older. For organic food marketing this raises the questions if, why and how juveniles influence family decision-making and what organic products are prefered or rejected? Semi-structured interviews were conducted with juveniles aged 13 to 18 years. The data was analysed using qualitative content analysis. Most juveniles proved to be open-minded towards organic food and they supported its consumption at home. Juveniles’ main criticism encompassed the taste of some organic product groups such as sweets, crisps, spreads and pizzas. If juveniles are not satisfied with the taste of an organic product they use different strategies to influence family purchase decisions. The main aim of these strategies is often to buy a conventional product. Therefore, organic suppliers should invest more money into researching juveniles’ specific taste preferences and should develop products which meet the expectations of juveniles better with respect to taste, but also regarding product appearance and packaging. Via advertising, product images should be optimised to comply with the actual lifestyle of the target group. Ethical aspects should also be included into communication strategies, as juveniles have a special sense for social justice and animal welfare

Einflussfaktoren auf den Kauf von Öko-Produkten mit nährwertund gesundheitsbezogenen Angaben: Ergebnisse einer Kaufsimulation

Health is an increasingly important argument in advertising and in information given on food product packages. The EU regulation on nutrition and health claims made on food poses a challenge to such messages, including those on organic foods. This paper examines whether organic foods with claims are refused or preferred, and which are the influencing factors on choice for such a product. The results show that in case that attentiveness to the claim is given, the likelihood of choice is significantly higher. Several factors prove to be influencing choice significantly, but in different directions. Recommendations for the marketing of organic products with claims are derived from the results