Organic confusion: sustaining competitive advantage

Examines marketing orientation in the organic produce sector. Presents results of a consumer survey which indicate that consumers are confused about the meaning of the term “organic” and that the current mechanisms for labelling organic produce are ineffective. Proposes that producers of organic foods should consider consumer research and strategic marketing planning as mechanisms for sustaining a market which has greater potential than is currently realized. Contends that for this endeavour to be successful, senior management figures in the industry must take the lead and initiate this proposed change in strategy.