The Handbook of Organic and Fair Trade Food Marketing

Simon Wright 지음

Wiley-Blackwell 2008년 04월 15일 출간

작품소개

책소개

The 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 convergence. 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.

목차

Foreword by Justin King, Group Chief Executive, Sainsbury&-s..1. The international market for organic and fair trade food and drink.Amarjit Sahota, Organic Monitor, London, UK.2. The organic consumer.Martin Cottingham, Marketing Director, Soil Association, Bristol, UK.3. The fair trade consumer.Harriet Lamb, Fairtrade Foundation, London, UK..Successful organic and fair trade brands.4. Case history: Yeo Valley.Graham Keating, Yeo Valley Farms, Blagdon, Bristol, UK.5. Case history: Green Black&-s.Craig Sams, President, Green and Blacks, Hastings, UK.6. Case history: Abel Cole.Ella Heeks, Abel Cole, London, UK.7. Case history: Clipper Tea.Lorraine Brehme, Bridport, Dorset, UK.8. Case history: Duchy Originals.Petra Mihaljevich, Duchy Originals, East Twickenham, UK...9. Case history: Sainsbury&-s SO Organic.Ruth Bailey, Senior Brand Manager: Organics, Sainsbury&-s Supermarkets plc, London, UK.10. Organic and fair trade marketing in Germany.Hubert Rottner, Spalt, Germany.11. Organic and fair trade marketing in Italy.Paola Cremonini, Cremonini Consulting, Bologna, Italy.12. Organic and fair trade marketing in the USA.Elaine Lipson, New Hope Natural Media, Boulder, Colorado, USA.13. Organic / fair trade crossover and convergence.David Croft, Ethical Sourcing Director, Cadbury's, London, UK and John Bowes, Cumbria, UK.Further resource: Useful organic and fair trade websites.Simon Wright, OF Consulting, London, UK.Index

출판사 서평

"This book makes an excellent contribution to the organic movement by providing a detailed analysis fo the market for, and the marketing of, organic products. As such it assists in filling in the void that exists between narrowly focused academic publications, topical journalism and consumer publications that focus on why organic and where to get it from. However, as the title indicates, it goes further by including consideration of the fair trade label"Garden Organic"Although the book originates from the United Kingdom, the issues surrounding the organic and fair trade consumer are applicable throughout the world"Garden Organic"...this book is relavant to a wide audience among those who have an interest in customers who purchase organic and fair trade products. It offers the substance that any academic or policy maker requires and the practical insights that are sometimes so hard to obtain. By including consideration of some of the current trends, it is also valuable to any business that is considering how to position itself and make a long term commitment to the organic and fair trade areas"Garden Organic

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저자(글) Simon Wright

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Simon Wright is the founder of O F Consulting (London), a Council Member of the Soil Association and an advisor to a number of organic and Fairtrade retailers and food manufacturers. Diane McCrea is an independent consultant on food and consumer affairs based in Cardiff, working in Europe and Internationally. She is a member of various government committees, including the Advisory Committees on Pesticides, and Animal Feeding, promoting the consumer perspective in regulatory affairs.