People and Organisation
Market Overview:Political: In the beginning of 2008, 8 million hectares land was used in Europe alone by more than 250,000 farmers for oganic farming. In EU, 7.5 million hectares land was under organic management , with more or less 200,000 organic farms. 2 percent out of the total area in Europe is used for organic farming. 24 percent of the world’s organic land comes under  Europen Union. Compared to 2007, organic land has increased by 0.5 million hectares. Sales has increased 16 billion Euros in 2010 comparing to 2008. Largest markets are Germany with 5.3 billion Euros, followed by UK 2.6 billion Euros. The highest per capita income spending on organic food products is also in Europe. Political support for organic farming in the European Union and the rest neighboring countries includes grants under legal protection, rural development programs, and national action plans. One of the main initiative for organic food and farming was information campaign launched in 2008, which aims to increase the awareness of organic food throughout the European Union. More so all the EU members have there own national action plans, in order to increase and push organic farming, a platform which helps to joins the effort of industry and civil societies in understanding organic research priorities was also launched in December 2007. The platform helps the organic industry to understand the potential of organic food production and to mitigate some of the main global problems faced by farmers due to climate change, socio-economic challenge and the food security.
Packaged organic foods, such as flour, pasta, cereals, fruit-based drinks or hot beverages, are most popular among the 35–54 age groups. Younger, pre/no family consumers – particularly those aged 15–24 – are the most likely to have bought organic chocolate, although dairy products – most likely yogurts – were also popular. ABC1 pre/no family consumers are least likely to have bought organic meat, fruit, vegetables or olive oil in the last 12 months as this group typically buys convenience foods. In London and the Southeast hot beverages appear to be one product area yet to be fully developed. The prevalence of the high street coffee shops suggests that there is considerable potential to raise the profile of organic drinks. With few exceptions, consumers in Scotland and the East Midlands are the least likely to purchase almost all types of organic food and drink. Consumers in the East Midlands are the least likely to purchase organic fruit, while Scottish consumers are relatively keen purchasers of organic vegetables, but not organic confectionery – only 5% had purchased in the last year, compared with an average of 10%, and a peak of 14% in London and the south of England. What is Organic Farming?”Organic farming” is the name given to a variety of agricultural production systems that aim to work “with nature” rather than by conquering it. “Organic” is most commonly associated with food production, both crop and livestock. However, “organic” methods are also employed in the production of many other goods, leading to products as diverse as timber and clothing being labelled as organic.