Perspectives on the growth of the organic industry
Processors, wholesalers and distributors generally believe the organic industry is growing, but perhaps not as fast as some had predicted.
It is frequently suggested that the key to future growth is promoting the principles and perceived health benefits of organic food. Organic food is often relegated to just a small section of the local supermarket and some boutique health food outlets, so expanding consumer awareness of the availability of organic food is a challenge to the industry.
By building a competitive and overtly Australian brand that is prominent and familiar, we aim to expand awareness among ordinary Australian consumers that organic food can become part of the average diet and not just be the province of a priveliged socio-economic group or an extremist niche market. Health benefits and the feel good bonus of a positive environmental outcome will set the brand apart from other comparable products, giving a unique selling point and what’s in it for me? factor to capture and grow market share.