Marketing support

Marketing of organic agricultural products means creating a consumer demand. In the first place, marketing is the task of the farmers and farmer associations. However, the state can support the private sector in this endeavour without interfering with the market or distorting competition.

As mentioned, organic farmers associations (e.g. BIOSUISSE; Austria Bio) are very important for the marketing of organic products, since the individual farmer is often not in the position to integrate marketing activities in his operation. In many countries associations have been established; in this case the government should make sure to engage these organisations in their decision making or provide financial support if necessary. If an association does not exist, the government should take action to support the establishment of a strong national organic association. 

Other important marketing measures are the establishment of a well recognised organic label and consumer education, including information campaigns. Both measures are mentioned above.        

Integrating organic produce into public procurement (e.g. for schools and hospitals) stimulates market demand and improves public information and consumer exposure. For example, the Norwegian government published guidelines for food in schools and day care centres.
The European Commission has developed a green procurement tool-kit. The flyer can be downloaded here.