Wspólnotowy Serwis Informacyjny Badan i Rozwoju - CORDIS

Practical marketing guide for organic producer groups

Drawing on research on organic markets and collaborative initiatives by organic producers and other actors to serve them, this training framework is designed to serve a broad audience interested in building up and further developing organic marketing initiatives, such as farmers involved in collective marketing, advisors (especially in regions where farmers want to build up or improve their cooperation in marketing), processors involved in marketing initiatives, responsible persons in regional marketing boards/groups, interested persons from non-governmental organisations (as initiators or partners of market initiatives) and regional development planners. It is designed to offer insights into the basic concepts and be inspired (or warned!) by the good (and less good) examples given.

The main challenges to successful marketing from the market and policy environment for such Organic Marketing Initiatives (OMIs) are described, as well as the key factors for management. At different stages of development, initiatives will have different priorities and activities. The manual provides an introduction to the background and the objectives and looks at the classification and approaches of organic marketing initiatives, and outlines the significance of OMIs for regional development. It describes the future development of the market in Europe and consumer trends, concerning organic as well as regional products. Policies of the EU with regard to the development of rural areas are outlined and potential support opportunities for OMIs are also indicated.

The major part of the manual summarizes internal success factors for the three development phases of an OMI: the pre-start or preparatory phase; the start-up phase and the maturing or reorientation phase. These include the role of key persons and management, the importance of strategic planning and clear objectives, the role of innovation, the role of coherence, motivation and OMI identity, brand policy, the role of networks, the importance of market research, public funding, the role of economy of scale as well as opportunities and threats in general. In the Annex, we provide useful literature and information about the OMIaRD project team and the main figures from the European organic market analysis.

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