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„Experiences in marketing of organic food in Austria“

Seventh Framework Programme:“Food Consumer Science in the Balkans“

Split2nd February 2010

dr. Štefan Merkač- Ecocontact

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Market share of organic food in Europe

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How much spend people for organic food

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Organic farms in Austria:

over 20.000 organic farms in AT

14% of all farms15,8% of agricultural area

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9 Organisations of Organic Farmers in Austria

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Advertisingfor organicFood

Ministy ofAgriculture

Direct marketing

http://www.vulgo-hafner.at/

Products: sheeps cheese, pork, lamb

Small farmSlolutionCooperations

http://www.derbiobote.at/

House delivery30 organic farmer bring you all from A to Z

„Organic messenger“

Organic food - catering

http://www.tischleindeckdich.co.at

„The Wishing Table“

www.sonnenalm-milch.at

120 schools and kindergartens 200 shops

Buschenschenken -“vine farm restaurant“

http://www.einkaufenaufdembauernhof.at/

Shop in shop systems

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Organic in the Supermarket Chain„Hofer“

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Organic in the Supermarket Chain „Spar“

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Organic in the Supermaket Chain

pioneer „Billa“since 15 years

over 1000 organic products

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The 100 % Organic - Supermakets in Austria

„biomarket“8x in Austria

www.biomarket.at

„biomaran“5x in Austria

www.biomarkt.co.at

„basic“2x in Austria

http://www.basicbio.at

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Organic food in canteen kitchens

1,9 millon Austrians eat in every day in canteen kitchensfor instance: Hospital in Vienna 30% organic food

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Biohotelswith special standards 100% organic

www.biohotels.info

45x in Europe

„Farm holidays“

http://www.urlaubambauernhof.at

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Let us look ahead

Organic food Enviroment Protection

Healthpreparedness

Gmo free

Slow food

Fair trade

Small andtransparent

Regional lokal

Good partners for organic food

Hidden GMO feed

550.000 tons soybeans imported per year for industrial meat production in Austria

No labelling for meat, milk and eggs produced with GMOfeed

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GMO-free labeling in Austria:

over 400 products

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Idea: Organic labelling - Alpe Adria Pannonia

AT-NO1-BIO

Josef GruberWanderweg 9

9142 Liebenfels

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benötigt.

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„Food Style“ survey in Austria :

55% often buy organic food.

83% say healthy food is important but just 10% buy it exemplary.

Of this 10% 70% are womanwell educated with high income.Healty eating is for them a philosophie of life.Dr. Sophie Karmasin November 2007

http://www.frischehof.at/

ALL IN ONEOrganic farm, shop, cafe,restaurant,meeting point, educational institution, house delivery, internet shop

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Chance:True cooperationand new partnership directbetween organic food producer and consumer

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benötigt.

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Thank you for your Attention!

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