Understanding the factors limiting organic consumption: the effect of marketing channel on produce price, availability,
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Understanding the factors limiting organic consumption: the effect of marketing channel on produce price, availability, and price fairness Inmaculada Carmona Itziar Aguirre
&
Daniel M. Griffith &
Received: 11 September 2019 / Accepted: 11 October 2020 # Springer Nature B.V. 2020
Abstract Organic food consumption is increasing globally but still comprises a small share of the overall food market. Our understanding of organic consumption is primarily based on consumer surveys, while we lack robust data on the actual price and availability of organic products in most countries. To address this gap, we conducted a case study where we collected data directly from produce sellers in Seville, Spain, to evaluate the extent to which price, availability, and farmer price fairness potentially limit organic consumption in marketing channels with short food supply chains (SFSCs) and long food supply chains (LFSCs). Price of a family produce basket was not significantly different between conventional LFSC and organic SFSC channels. Organic produce was more available in SFSC than LFSC channels by an average of 14 weeks. Price fairness, measured as farmers’ share of the value added, was higher in organic SFSC than organic LFSC and conventional LFSC channels. These results suggest that consumers in Seville can avoid the higher prices and lower
Electronic supplementary material The online version of this article (https://doi.org/10.1007/s13165-020-00331-1) contains supplementary material, which is available to authorized users. I. Carmona : D. M. Griffith Departamento de Ciencias Biológicas, Universidad Técnica Particular de Loja (UTPL), 1101608 Loja, Ecuador I. Carmona (*) : I. Aguirre Departamento de Ciencias Agroforestales, Universidad de Sevilla (US), Seville, Spain e-mail: [email protected]
availability of organic produce in supermarkets and ensure farmers greater revenue share by switching to organic SFSC channels like farmer-consumer cooperatives and direct sellers. However, the scarcity of such information for most products and markets limits consumers’ ability to ascertain the economic and social benefits of different channels. This study highlights the need for systematic data collection and sharing from different marketing channels to better inform consumers about their food purchasing options and improve understanding of the factors limiting organic consumption. Keywords Organic market . Food supply chain . Farmgate price . Market transparency . Data collection . Conventional food . Spain
Introduction Consumption of organic products continues to increase worldwide. Between 2000 and 2018, global retail sales of certified organic food and drink increased by 540% to almost 97 billion euros, with North America and Europe composing 87% of total sales (Willer et al. 2020). Certified organic agriculture is practiced on approximately 71.5 million hectares across 186 countries (Schlatter et al. 2020). Yet despite the growing importance of organic agriculture and consumption, certified organic food still represents a smal
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