The Handbook of Organic and Fair Trade Food Marketing -- Contents -- Foreword -- Contributors -- 1 The International Market for Organic and Fair Trade Food and Drink -- Introduction -- Organic global overview -- Organic Europe -- Organic market overview -- Organic farmland -- Organic sales channels -- Organic supply chain overview -- Organic retailer overview -- Organic North America -- Organic market overview -- Organic farmland -- Organic supply chain overview -- Organic sales channels -- Organic retailer overview -- Organic Asia -- Organic market overview -- Organic farmland -- Organic Australasia -- Organic market overview -- Organic farmland -- Global market for fair trade products -- Conclusions -- 2 The Organic Consumer -- Introduction -- A broadening appeal -- A mass of motivations -- Taste and health - the main purchasing triggers -- A taste to believe in -- The pleasure principle -- Food with a story -- Baby comes . rst -- From fruit and vegetables to meat -- The media and the message -- A matter of trust -- A changing climate on the environment -- A mass of contradictions -- Prices versus principles -- Convenience versus conscience -- Local versus organic -- Beyond organic -- Building an organic future - the role of the Soil Association -- Future trends -- The challenge of local food -- Textiles, health and beauty and household cleaning -- Convergence with fair trade -- Differentiating primary produce -- Packaging and health -- 3 The Fairtrade Consumer -- Introduction -- Cool to be kind: the evolving Fairtrade consumer -- Facts and figures: the Fairtrade consumer -- Getting into the habit -- The Fairtrade Foundation -- A strategy of collaboration -- Case Study One: NWFI -- Case Study Two: Oxfam -- Fairtrade towns -- The FAIRTRADE Mark -- Working with licensees and retailers -- Fairtrade Fortnight -- Celebrity endorsement.

Farmers and workers centre-stage -- Mind the gap -- The international reach of Fairtrade -- Fairtrade in facts: a quick look at Fairtrade -- The future of Fairtrade -- Successful Organic and Fair Trade Brands -- 4 Case History: Yeo Valley Organic -- The origins of Yeo Valley -- The farming focus at Yeo Valley -- Yeo Valley Organic - the early years, 1994-2000 -- Development of the brand 2000-2002 -- Developing the brand range and identity, 2002-2004 -- New kids on the block, 2005 -- 2006 and beyond -- Conclusions -- 5 Case History: Green & Black's -- Whole Earth Foods -- The birth of Green & Black's -- Belize -- Maya Gold -- Unforeseen bene. ts -- Competition at last -- Restructuring -- Supply chain management -- Evolution -- Growth -- Quality and . avour - smallholders versus plantations -- 6 Case History: Abel & Cole -- Introduction -- Customers -- Communication -- Anticipation -- Range -- Box schemes -- Abel & Cole box service -- Broader range development -- Service -- The customer relationship -- Web trading and the customer relationship -- Practical service -- Sourcing -- Production -- Location -- Producer relationships -- Price -- Transport -- Policy development -- The buying team -- Ethics -- Running an ethical business -- The benefit of working ethically -- 7 Case History: Clipper Teas -- Introduction -- Challenging conventions -- Thinking outside the basket -- Going organic - the total solution -- Burnside, Stockholm and the . rst fair trade tea -- Launching change -- Into the mainstream -- The Clipper brand emerges -- Innovation -- Proving the difference -- Marketing -- Conclusion -- 8 Case History: Duchy Originals -- Introduction -- The Foundation seed -- The creation of a brand -- The circle of integrity - virtuous circle -- Code name 'Duchy Originals' -- Manufacturer model -- Baking the Oaten biscuit -- The visual brand -- Distribution.

The Oaten launch -- 1993-1999: brand development -- 1999-today: organic success -- Environmental factors -- Supporting market growth -- Unique selling points -- Product development -- Duchy Selections - free range -- Non-food development -- Duchy Home Farm and raw material sourcing -- Quality of manufacturing partners -- Ensuring absolute quality -- Adding value through the process -- Distribution -- Awareness and promotion -- Packaging -- Telling the story -- Imagery -- Clean ingredients listings -- Tactile packaging -- Environmental packaging -- Public relations -- Advertising and promotion -- Consumer insights -- Future growth -- Measuring brand success -- Conclusion -- 9 Case History: Sainsbury's SO organic -- Background -- The need for change -- Understanding our customers -- Building the Sainsbury's organic proposition -- The development of the Sainsbury's SO organic name and design -- The relaunch -- Merchandising and signage -- Customer communication -- Colleague engagement and belief -- The results -- Future challenges -- Conclusion -- 10 Organic and Fair Trade Marketing in Germany -- History -- The eight organic grower associations -- Wholesalers -- How is organic food distributed? -- Driving forces -- Is there room for the big players? -- Organic products become franchise businesses: Dennree takes new marketing paths -- Who is the organic consumer in Germany? -- Organic as a matter of taste and principle -- Consumers' motivation -- Organic: energy and fitness -- Marketing insights -- Media -- Shows -- More organic ingredients in restaurants and catering -- Natural organic cosmetics -- Fair trade -- Future trends -- Outlook -- 11 Organic and Fair Trade Marketing in Italy -- Review of the market for organic food and drink -- Consumer profile and purchasing motives -- Focus on organic brands -- Fattoria Scaldasole -- Alce Nero -- Ecor.

Naturasi -- Multiples carrying an organic private label -- Auchan -- Carrefour -- Conad -- Coop -- Crai -- Despar -- Esselunga -- Gruppo PAM -- Rewe italia -- Selex -- Review of the market for fair trade food and drink -- Coop Italia -- Botteghe del Mondo -- CTM Altromercato -- Commercio Alternativo -- Libero Mondo -- 12 Organic and Fair Trade Marketing in tbe USA -- Introduction -- Projected growth of the organic market -- High growth organic categories -- Challenges to the organic dairy sector -- The quandary of imported ingredients -- The development of USDA organic standards and labelling -- Four categories of organic labels -- National Organic Standards Board -- Harvey v. Veneman and changes to USDA organic standards -- Sales outlets for organic foods in the USA -- Whole Foods Market -- Wild Oats -- Trader Joe's -- Independent natural foods stores -- Mainstream supermarkets -- Mass-market stores and Wal-Mart -- Farmers markets and CSA farms -- Fair trade in the USA -- US sales of fair trade coffee -- Other fair trade commodities in the USA -- Consumer interest in other eco-labels -- Organic and eco-labels for non-food products -- Conclusion -- Appendix -- Acronyms -- Trade, advocacy, research and regulatory organizations: contact information -- Companies: contact Information -- Recommended periodicals -- Books -- Trade shows -- 13 Organic and Fair Trade Crossover and Convergence -- Setting the scene -- The ethical consumer -- Who cares about ethics? -- In the beginning -- Making the breakthrough -- Dealing with the devil? -- New challenges ahead -- Convergence and divergence -- Managing momentum -- Appendix: Further Information - Useful Organic and Fair Trade Websites -- Organic brands -- Organic organisations -- Organic certifying bodies -- Fair trade brands -- Fair trade organisations -- Retailers -- Consumer orientated.

Trade magazines and information services -- Trade shows -- Index.