Deciphering Organic Foods

This book discusses a variety of topics related to organic food production, consumption, and promotion. Written by experts in each of these fields, this book will interest consumers, academicians, marketing practitioners, as well as policy makers. Myths about organic foods are dispelled, and the code is cracked regarding the plethora of existing labels that have led to so much market confusion in recent years. New research findings regarding the environmental benefits (as related to sustainability) of organic food production, as well as the many nutritional and other personal health benefits of organic food consumption are discussed. The issues that lead to the price premium of organic foods, relative to conventional foods, are presented, and suggestions are provided regarding the types of foods that are worth paying the organic price premium. Marketers and advertisers of organic foods will find the overview of successful advertising tactics comprehensive and informative. Similarly, pet owners considering the switch to organic pet food will enjoy reading about this emerging market and will receive vital information to help them in their decision making

Reviews:
“This book presents important and useful insights pertaining to organic food marketing. In a market where both consumer interest in as well as confusion about these products is high, this book provides perspectives and guidance to scholars, practitioners, policy makers, and consumers on how to make more informed decisions and, consequently, enhanced choices about organic foods. This compilation of views weaves together the divergent and sometimes competing themes that exist about these products such as despite consumer beliefs that organic foods are better for them, consumers also dismiss as marketing hype the information on organic food labels. The result of this book’s assembling of organic food marketing viewpoints is an interesting, compelling, and needed synthesis of this divergent topical area.” - Les Carlson, Nathan J. Gold Distinguished Professorship in Marketing, University of Nebraska-Lincoln

“This book offers an expansive primer into the growing and rapidly evolving world of organic food production, marketing and consumption. It presents a cross-cultural, multi-method view of various issues facing the organic food market, including labeling issues, willingness-to-pay and market trends. It offers a broad introduction with valuable practical recommendations that would be of use to students and practitioners alike.” - Lucy Atkinson, Associate Professor, Stan Richards School of Advertising & PR, Moody College of Communication, The University of Texas at Austin