The booklet will help organic businesses to successfully communicate the values of organic food to customers.
The growth in demand for free-range and Fairtrade products are clear examples of the growing importance and ethical food sector. Consumers increasingly consider ethical issues when they shop, including when they buy organic products. The results of research summarised in this booklet shows that some consumers are willing to pay an additional premium for organic food that is produced in line with their personal values and preferences, many of which go beyond the basic criteria set by EU regulation on organic farming.
The booklet aims to improve the understanding of the concerns of these consumers and help organic farmers to ensure that additional ethical attributes of farm and product are effectively communicated.
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