Measuring market potential for fresh organic fruit and vegetable in Ghana
2010
V. Owusu | M.A. Owusu
Organic products are considered worldwide as superior in quality to conventionally produced products in terms of health and environmental benefits. This paper examines the market potential for fresh organic lettuce and water melon in Ghana. <br /><br />The paper points that socioeconomic factors, environmental and health concerns are relevant in consumer preferences for organic products. The findings are as follows:<br /> as much as 71% of the consumers are willing to pay over 50% price premiums for organic vegetables and over 82% are willing to pay 1%–50% price premiums for organic fruits human capital, product attributes and consumer perception influence consumers’ willing to pay for organic food products the estimated market potential for organic fruit suggests a huge market potential for organic fruits in Ghana<br />The authors believe that some policy measures need to be put in place by governments, non-governmental organisations and other stakeholders to promote consumption of organic products. These include:<br /> creating awareness on the relevance of consuming organic products through effective marketing and educational campaigns differentiating organic fruits and vegetables from the conventional products through labeling in order to assist consumers who are willing to pay realistic price premiums for organic fruits and vegetables on the market providing producers and retailers with the technical expertise on how to maintain freshness and wholesomeness of their organic products so as attract the maximum price premium from consumers and also increase patronage<br />
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