Different sales channels for different farmers: Local and mainstream marketing of organic fruits and vegetables in Norway. (December 2021)

• Record Type: Journal Article
• Authors: Milford, Anna Birgitte; Lien, Gudbrand; Reed, Matthew
• Is Part Of: Journal of rural studies. Volume 88(2021)
• Page Start: 279
• Page End: 288
• Publication Date: 2021-12
• Subjects: MARKETING -- Local food -- Organic fruits and vegetables -- Norway; Sociology, Rural -- Periodicals; Country life -- Periodicals; Rural development -- Periodicals; Land use, Rural -- Planning -- Periodicals; Rural conditions -- Periodicals; Sociologie rurale -- Périodiques; Vie rurale -- Périodiques; Développement rural -- Périodiques; Sol, Utilisation agricole du -- Planification -- Périodiques; Conditions rurales -- Périodiques; Country life; Land use, Rural -- Planning; Rural conditions; Rural development; Sociology, Rural; Periodicals; 307.72
• DOI: 10.1016/j.jrurstud.2021.08.018
• Languages: English
• ISSNs: 0743-0167

Abstract

Abstract: Most food in developed countries, including organic fruits and vegetables, is sold through supply chains run by large wholesalers and supermarket chains. A certain share is sold through local marketing channels such as speciality stores, food box schemes, farmers' markets, and community-supported agriculture (CSA). This study uses qualitative interviews and a quantitative survey to expose the differences between mainstream and local marketing of organic fruits and vegetables in Norway, why and to what extent farmers selling through these two sales channels are different. We find that the supermarket chains' requirements to provide large quantities of uniform product are burdensome for smaller farmers to match. Farmers supplying the mainstream supermarkets tend to be larger and more rurally located. Farmers selling through local marketing are likely to be smaller, closer to urban areas and more diversified in their production. For local marketing farmers, it is more feasible to produce according to organic principles, using local resources and crop rotation. Survey results also show that local marketing farmers are less motivated to produce fruits and vegetables by income and more motivated to produce organically to achieve better quality and sustainability. At the same time, there are also many similarities between the two groups, and we do not find evidence of a general "conventionalisation" of organic agriculture in Norway. Highlights: Farmers selling organic fruits and vegetables locally and mainstream are different. Farmers selling locally are smaller, more centrally located and more diversified. They are more motivated to produce organic by better quality and sustainability. Delivery requirements and demands from the purchasers can explain the differences. The two marketing channels create different opportunities and benefits.