Marketing Strategies for Promotion Policy of Environmentally Friendly Farm and Organic Products
2008
Yoo, D.K. (Dongguk University, Seoul, Republic of Korea)
The overall focus of this study was to identify marketing and promotion strategies that can maintain and enhance environmental1y friendly farm and organic production and processing activities. This is particular1y important as the volume of environmentally friendly farm and organic produce that is generally available is increasing and significant players, such as Organic Marketing Initiatives(OMI) and conventional marketing co-operatives, are becoming involved in the market. The rapid increase in production of environmentally friendly farm products and organic food is creating new and more complex challenges for marketing from vegetable box schemes large co-operatives supplying the precise quality and volume required by supermarkets. A possible strategy for many farmers is to co-operate in regionally or nationally operating marketing initiatives. The main objective of any public relations(PR) activity should to enhance publicity and to improve an OMIs image. No promotion, no perception of OMI performance.
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