Organisation - November 25, 2004

Organic pizza from Germany

The Innovation Centre for Organic Agriculture (IBL) held its annual meeting last Tuesday. The Italian agricultural economist Professor Raffaële Zanoli presented the results of his research on consumer behaviour and organic food in various European countries. He concluded that in southern countries the taste of a product is most important, while in the more northern countries it is consumer confidence in the nutritional value, environmental impact and animal welfare that plays a more important role. The organic food market in Europe is strongly oriented towards the northern countries, which results in products being brought on to the market that are not always easy to sell. Zanoli: ‘There’s no way an Italian consumer will buy an organic deep-frozen pizza if it comes from Germany.’ / GvM

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