Handbook of Organic and Fairtrade Food Marketing

In the Foreword to this book Justin King, Group Chief Executive of Sainsbury's is quoted as saying "no other sectors within the UK food and drink sector are growing at the rates of organic and fair trade." High time then for the first ever Handbook of Organic and Fair Trade Food Marketing to take a look at how this growth has been achieved. This Handbook provides a practical guide to successful marketing in these two dynamic sectors, underpinned by case-histories and lessons from a number of companies that have been successful in these areas, including Green & Black's, Yeo Valley, Clipper Teas and Duchy Originals. The Handbook includes a review of the international markets for organic and fair trade food and drink; an analysis of organic and fair trade consumers; a review of successful retailing practice and a section on organic and fair trade divergence and convergence. Chapters are also included on perspectives from the USA, Germany and Italy. Appendices provide valuable additional information on organic and fair trade organisations, certifying bodies, websites and more. Written exclusively by industry experts the Handbook offers the first practical guide to marketing in these new and important sectors of the food industry.