The organic and bio-dynamic food product markets in Canterbury : A dissertation submitted in partial fulfilment of the requirements for the Degree of Horticultural Science (Honours)

Abstract

Consumer, grower and retailer perspectives on the Canterbury organic and bio-dynamic markets were studied. The study consisted of two parts: a quantitative survey of Canterbury consumers coordinated in 1990 by Charlie Lamb and analyzed and written up by the author, and a qualitative series of interviews of Canterbury growers and retailers of organic and bio-dynamic food products. Literature reviewed suggested that a group of potential organic and bio-dynamic food purchasers existed, whose characteristics could be identified, to focus the promotion of the organic and biodynamic movements. Barriers of availability and lack of correct information, to the sale of organic and bio-dynamic produce were identified in the literature. Intrinsic and extrinsic reasons for organic and bio-dynamic food purchases were recognized. Results showed a group of potential organic and bio-dynamic consumers which consists of 32 % of consumers in the total New Zealand domestic market. Availability barriers were identified as restricting the potential increase of the organic and bio-dynamic markets. Health benefits were the drive behind the majority of organic and bio-dynamic food product purchases. It is concluded that a high profile of organic growers and retailers is essential to assist market expansion in Canterbury. This must involve an extensive education program and should target consumers concerned with their health, their family life and the environment. Involvement of controlling authorities in education and promotion would aid in this implementation.