markets for organic and fair trade food are growing rapidly. Although
there are some important differences, both seek to address the consumer
desire for "better" food: fair trade because it offers economically
disadvantaged producers a better financial return; organic because it
is perceived to be a more sustainable system delivering better-tasting,
healthier and safer food than that produced by non-organic methods.
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
Chapters are also included on perspectives from the USA, Germany and
Italy. The book is written by industry experts, augmented by academic
contributions where appropriate, offering for the first time the
practical marketing advice required by companies in this sector.
The Handbook of
Organic and Fair Trade Food
edited by Simon Wright and Diane McCrea
Publishing , 2007.