05828nam 2200733 a 450 99621395850331620240418064644.01-281-31222-397866113122200-470-99609-90-470-99608-0(CKB)1000000000404872(EBL)351556(OCoLC)476172734(SSID)ssj0000167994(PQKBManifestationID)11167173(PQKBTitleCode)TC0000167994(PQKBWorkID)10178921(PQKB)10361088(MiAaPQ)EBC351556(Au-PeEL)EBL351556(CaPaEBR)ebr10240420(CaONFJC)MIL131222(EXLCZ)99100000000040487220060804d2007 uy 0engurcn|||||||||txtccrThe handbook of organic and fair trade food marketing[electronic resource] /edited by Simon Wright and Diane McCrea1st ed.Oxford ;Ames, Iowa Blackwell Pub.20071 online resource (310 p.)"Published with support from Sainsbury's Supermarkets"--Cover.1-4051-5058-0 "Useful organic and fair trade websites": p. 284-287.Includes bibliographical references and index.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 overviewOrganic 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 first; 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 AssociationFuture 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 Fair trade Consumer; Introduction; Cool to be kind: the evolving Fair trade consumer; Facts and figures: the Fair trade consumer; Getting into the habit; The Fair trade Foundation; A strategy of collaboration; Case Study One: NWFI; Case Study Two: Oxfam; Fair trade towns; The FAIR TRADE Mark; Working with licensees and retailers; Fair trade Fortnight; Celebrity endorsement; Farmers and workers centre-stageMind the gap The international reach of Fair trade; Fair trade in facts: a quick look at Fair trade; The future of Fair trade; 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 lastRestructuring 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; IntroductionChallenging conventionsThe Handbook of Organic and Fair Trade Food Marketing provides a practical guide to successful marketing in these two dynamic sectors, underpinned by case-histories and lessons from companies that have been successful in these areas, including Green & Black's, Yeo Valley and Duchy Originals. It includes a review of the international markets for organic and fair trade food and drink; an analysis of organic and fair trade consumers; a review of successful retailing practice and a section on organic and fair trade divergence and convergence. Chapters are also included on perspectives from the USANatural foods industryHandbooks, manuals, etcNatural foodsMarketingHandbooks, manuals, etcFarm produceMarketingHandbooks, manuals, etcBeveragesMarketingHandbooks, manuals, etcNatural foods industryNatural foodsMarketingFarm produceMarketingBeveragesMarketing641.3/020688Wright Simon1957-949138McCrea Diane314455Sainsbury's (Firm)MiAaPQMiAaPQMiAaPQBOOK996213958503316The handbook of organic and fair trade food marketing2145325UNISA