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Organic Marketers Need To Link Price To Ethics, Fairtrade, Sustainability Issues

June 4, 2010: 08:18 PM EST
Consumers in the U.K. and Europe have been more likely to leave organic produce on the grocery shelf, apparently confused about why it costs so much. But the global market is perking up, apparently because some organic marketers have caught on to the fact that consumers are willing to spend more for organic food if ethical and environmental messages are clearly communicated. Marketers, therefore, need to make consumers aware of the value of sustainability and fair-trade produce and link that value to price. A growing awareness of climate change, third world debt and other ethical issues among consumers will make it easier for marketers to sell organic produce that is ethically sourced, supports indigenous peoples and has low ecological footprints, according to writer Elizabeth O’Keefe.
Elizabeth O’Keefe , "Organics sector makes slow but sure progress", FPJ Fresh Info, June 04, 2010, © Lockwood Press Ltd
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