Organic foods

Organic foods are foods that grown and produced through organic farming, which comply the standard
that restrict in use of chemicals such as pesticides, synthetic fertilizers, and usually forbid food additives.
Nowadays, organic food is growing fast due to the increasing concern for personal health as well as the
environment protection.
You can assume that the market for organic and health foods can be broadly
divided into three segments:
• True Believers – they are very concerned about their health and the environment. They are
convinced of the benefits of organic and natural products for them, their family, and the
environment. They establish themselves as role models for others. They want above all to
buy organic and natural products that are good for health and for the environment, and
they try hard to minimize consumptions that are harmful to their health and for the
environment.

• Healthy Realists – their goal is to live a healthy and balanced life. They are pragmatic: they
look for delicious, nutritious, and high quality food at competitive prices. They do not
always know what to choose between the organic and regular (non-organic) versions of
fresh produce.

• Non-believers – these consumers do not believe that organic and natural products are better
than the regular (non-organic) version of it. They would not consider paying extra for the
organic version.

In the one-page essay, please suggest strategies to
(a) convert Healthy realists to buyers of organic food [Why are some shoppers not buying? How can you
increase the conversion rate?]
(b) How do you encourage the shoppers to buy more organic food items
Strategy includes:
1. Give up Non-believers because they are sensitive to price, even though we educate them on the benefits
of consuming organic food ,they still don’t buy ( costly to convert Non-believers to buyers
of organic food)
2. Change packaging (put organic label on all organic food packaging)
3. Put organic food together with non-organic ones—to provide 1-1 direct comparison between the same
category.  (up-down same category: up shelf – Organic vegetables down shelf – General vegetables)
Objective:

a. to provide direct comparison between organic and non-
organic vegetables. (to show the price efficiency of organic food)
b. to reach those consumers who don’t go to check the organic zone before.
2. Enhance the on-
spot education of organic food to make it more attractive. e.g.: picture of the place of origin, nutritious val
ue, etc.
3. Place employee(well-trained)
to take charge of the organic zone. (keep it in order and good condition; answering customer’s questions)