Global
organics
Organic
food appears to be the next big thing to hit the Indian agriculture
market. Dr Nagendra Yadav discusses some marketing strategies
Agriculture
has been the main thrust area for many countries including India,
whose 70 per cent population depends on it even today. As such it
is an undisputed fact that the country's global presence will be dictated
by the growth of this sector since a nation's status is governed by
the strength of its economy. Although we have been successful in increasing
our yield, our quality has suffered a deathblow. Seemingly healthy
foodgrains, vegetables and fruits deeply imbibed poisonous substances
from chemical fertilisers and pesticides. The real challenge, hence,
lies in producing healthy food and protecting our ecosystem from permanent
damage. And organic food production seems to be the only available
solution, for now. Apart from the consumers, marketing intermediaries
are also applying their own quality standards for differentiation
due to increasing pressure from knowledge customers. With an increase
in health consciousness and expenditure on natural foods among consumers,
farmers (especially in developed countries) are being encouraged to
convert their existing farms into organic farms, with the help of
financial and technical aid from NGOs, World Bank, agricultural development
agencies etc. India too can strengthen its economic growth through
organic food production and marketing. Throughout the world, the cost
of producing organic food by utilising biological or organic practices
is much lesser than the chemical practices. In countries like Europe
and the US, freshness and quality are the primary reasons for organic
purchases.
ORGANIC FOOD MARKET-PROSPECTS
AND
OPPORTUNITIES
In the last decade expanding
global market for organic food has shown growth rate of 15-30 per
cent in Europe, United States and Japan, with the buying prospects
being witnessed largely in the well-educated higher income group.
30 per cent consumers surveyed in the above countries claimed to purchase
organic food regularly putting the market worldwide at an estimated
for US $17.5 billion, (with US accounting for about US $8.0
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