Presentation on the results of the Core Farmer Consumer Partnership project given at the OF&G conference on "selling organic

Padel, Susanne

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Organic Eprints

ntreh CenearchSome results from the Farmer Consumer Partnership projectc Rese Consumer Partnership projectrganicSusanne Padelhe OrTh© The Organic Research CentrentreFarmer Consumer Partnership project (CORE FCP)h Cen(CORE‐FCP) earch• Look for innovative generic communication c Researguments that can strengthen the link between producers and consumers in the European organic rganicsector• 5 countries AT, CH, DE, IT, UKhe Or 5 countries AT, CH, DE, IT, UK Th© The Organic Research CentrentreProject Objectivesh Cen j j• Identify Organic Plus values (more than EUearch Identify Organic Plus values (more than EU organic regulations) c Rese• What was used by more then 100 SME companies on websites and leafletsrganic• Testing of the most promising communication arguments with consumers (Differenthe Or arguments with  consumers (Different methods) • Rd t iTh• Recommendations© The Organic Research CentreResourcesBiodiversityGICALLandscapeCare farmsECOLOCare farmsSocial projects & charityFamily farms & farmers in needWorking conditions of employeesSOCIALWorking conditions of employeesAdded value in the regionSCFair price - farmer orientedFair price - farmers and consumersFair price - additional value ECONOMILocal & regional Communication & informationRAL /RRural customs / traditions & originalityAnimal welfareIndividual attitudesCULTUROTHE0 1 02 03 04 05 06 0No of companiesGeneric arguments testedProtection ofBiodiversityProtection of the diversity of wild plantand animal varieties on the farmsProtection of traditional  plantvarieties and traditionalanimal breedsAnimal WelfareWhen the animals are transported tothe slaughterhouse, they areaccompanied and looked after by aAnimal husbandry accordingto the animals' physical,physiological and behavioural Welfare person they know in order to reduceunnecessary stress.physiological and behaviouralNeedsRegionalPdt iUsing regional supply chains to reducefdi l Support of the local economy Production food miles  pp yFair pricesOf the total price for every litre of milk,five cents are additionally paid to localFarmersThe farmers get fair pricesthat allows them to securetheir livelihood and future Farmers their livelihood and futureCare farms Integration and participation ofdisabled people in the work placeProviding support and workfor disadvantaged youngpeople and former convicts people and former convicts Social Support for family farms Good working conditions forfarm workers Cl tr a l Re i al of traditional artisan Preser ation of the local CulturalfeaturesRevival of traditional artisanprocessing methodsPreservation of the localcultural landscapentreInformation-Display-Matrix (1200 consumers, May/June 2008)h Cenearchc Reserganiche OrTh© The Organic Research Centrentre Most important attributes byFi i (%)h CenFirst accessions (%)0 5 10 15 20 25earchAnimal welfarec ReseRegional productionFair prices for farmersrganicProduct priceCare farmingAllUKhe OrCare farmingSocial criteria ThBiodiversityCultural features© The Organic Research CentreCultural featuresntreFocus groupsh Cen gp• 3 per country in Aprilearch 3 per country in April  2009 (1 with regular)c Rese• Animal welfare < regional, followed < fair rganicprice• Most participantshe Or Most participants disliked Emotional touch (hearts)Th Emotional touch (hearts) and cartoon picturesLack of relevant info© The Organic Research Centre Lack of relevant infontreh CenWillingness to payearchc Rese 80 consumers per country rganic Nov 2009 6 choice setshe Or 6 choice sets  with and without ThOrganicPlusarguments© The Organic Research CentrentreResultsh Cen• Many organic companies use arguments not coveredearch Many organic companies use arguments not covered by standards in communicationc Rese• Consumers are most interested in  ‘regional/ local production’   rganic ‘animal welfare’  ‚fair prices to farmers’he Or  ‚fair prices to farmers  Th© The Organic Research CentrentreLocal and regional productionh Cen g p•Not really covered  Local/regionalearch yin in any organic standardsLocal/regional supply and marketsc Rese•Environmental, PGI/PDO  rganic ,economic and cultural aspects•New labelling requirements EU agriculture orhe Or EU agriculture or Country code Th© The Organic Research Centre Concern Organic standardsntreWhat we learned about “local”h Cenearch• Specific labelling of the place of production eg from Berkshire (or farm address) rather than morec Rese .e.g. from Berkshire (or farm address) rather than more abstract terms “regional product”Allows consumer to judge themselves how local it isrganic Allows consumer to judge themselves how local it is Concepts of ‘local/regional’ vary between consumers and he Orproduct  categories• Potential confusion with other labelsTh© The Organic Research CentrentreImpact on animalsh Cen Impact on animalsAnimal health dl fearch•Emphasis on principles in the EU regulationand welfare is enhancedc Rese•Potential conflicts ih h l•Some coverage in rulesrganicwith other goals•Defining animal welfare? •Welfare certification he Or welfare?  Wellbeing in the sense of health and welfareprotocols  e.g. Freedom food Welfare quality projectThwelfare Animals rights Welfare quality project© The Organic Research Centre Concern Organic standardsntreFor exampleh Cen pearchProducts: MeatAt ii t i Ai l lh tdth f t thc ReseActivities: Animals are slaughtered on the farm or at the small local abattoir nearby to reduce the transport rganicdistance. Slaughter is as quick and painless as possible.he OrClaims: ’Well Hung Meat company’; Tasty, organic and produced to the highest standards of animal welfareTh produced to the highest standards of animal welfare© The Organic Research CentrentreWhat we learned about animal welfare th Cenarguments• Consumers like animal welfare arguments andearch Consumers like animal welfare arguments and associate organic with high animal welfare c Rese• Several issues already in standards Free rangerganic Access to pasture• Difficult to justify additional premiumshe Or Difficult to justify additional premiums • Difficult to identify clear organicPlus arguments that Thcan be verified © The Organic Research Centrentreh CenEconomic impact & fairnessearch•Not addressed directly in any organic standard Fair and equitable financial returns for all operatorsc Rese y gfor all operatorsrganicProducts available and affordable to consumerhe Or•Fairtrade standards•Organic ethical tradeconsumerTh Organic ethical trade pilot schemes© The Organic Research CentrentreFor exampleh Cen pProducts: DairyearchActivities: A fair price  for local farmers ensuring theirc Resefor local farmers, ensuring their existence and futurerganicClaims: ’Fair prices for our dairyhe Or Claims:  Fair prices for our dairy farmers: 5 cents directly;  activfor the domestic organic farmersThfor the domestic organic farmers as fair prices ensure the future.© The Organic Research CentrentreFair price argumentsh Cen p g• Willingness to pay only in Germany and Switzerlandearch Willingness to pay only in Germany and Switzerland Where argument has already been used for several c Reseyears• Consumers in UK focus groups clearly disliked rganicthinking about farmer welfare• Appears product specific he Or Appears product specific Might work for dairy but not for eggs Cl i d t b ifi blTh Claims need to be verifiable© The Organic Research CentrentreFinal thoughtsh Cen g• EU regulation does not cover several areas that are ofearch • EU regulation does not cover several areas that are of concern to producers and consumers alikec Rese• Differences between what farmers like to say and what consumers care aboutrganic• Efforts for “additional claim” should be well targeted Areas of clear differencehe Or Areas of clear difference  That interest the consumerTh Where claims can be verified• Focus effort on communicating core concept of organic© The Organic Research CentrentreAcknowledgements and further if t ih CeninformationThanks to all co‐workers and participants of the various earchstages of the researchFinancial support for the project provided by the members of the CORE Organic Funding Body Networkc Resemembers of the CORE Organic Funding Body Network http://www.coreorganic.org/ is gratefully acknowledged Partners of the FP6 ERA NET project CORE OrganicrganicPartners of the FP6 ERA‐NET project, CORE Organic (Coordination of European Transnational Research in Organic Food and Farming, EU FP6 Project No. 011716)he Or 011716)The UK member of this network is DEFRATh The UK member of this network is DEFRAFurther information at http://orgprints.org/17852/© The Organic Research Centre

Some results from the Farmer Consumer Partnership project

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