Marketing strategies for organic foods: the role of distribution and communication

Interest in organically produced food is increasing throughout the world in response to concerns regarding the environment, conventional agricultural practices, food safety and human health. However many uncertainties related to the factors which influence consumer behaviour towards organic products persist. A survey on 300 consumers of organic products, living in the Campania region of Italy, demonstrates that respondents are unsatisfied of the current level of available information and consider the lack of information as a major deterrent in buying organic products. The paper suggests some European Union communication tools as response to the current information asymmetry. A further consideration regards the development of short supply chain alternatives, through which the consumer has the opportunity to receive more information on particular aspects of organic production and, consequently, has a better understanding of the quality of the products. The findings of this paper may contribute to derive indications for better strategic and tactical marketing decisions of organic producers.