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Advisor(s)
Abstract(s)
In recent years, in overall value, the EU has become a net importer of organic food to supply increasing
demand. Financial support for farmers during the conversion period has been made to help expand
organic production as this was seen as a barrier to conversion. Meanwhile, farmers have been marketing
products produced in this conversion period and labelled as such, the extent to which is described here
for the UK, Portugal, Denmark, Ireland and Italy. Consumers’ attitudes towards, and willingness-to-pay
for, conversion-grade food in these countries is examined. It was found that consumers would be prepared
to pay a premium for conversion-grade produce of around half the premium for organic produce
with vegetables attracting a higher premium than meat. Finally, the potential of policies for marketing
conversion-grade products to encourage more conversion is examined, together with barriers to achieving
this. It is concluded that barriers to marketing such products, particularly from retailers, will be formidable.
Thus, alternative policies are suggested.
Description
Keywords
Organic conversion-grade food Willingness-to-pay Marketing Denmark, Ireland, Italy, Portugal and the UK
Pedagogical Context
Citation
TRANTER, R.B… [et al.] - Consumers’ willingness-to-pay for organic conversion-grade food: Evidence from five EU countries. Food Policy. ISSN: 0306-9192. Vol. 34, n.º 3 (2009), p. 287-294
Publisher
Elsevier