Purpose -This paper sets out to profile the activities and consumers of a unique and successful local food retail outlet in the UK that is based on weekly community markets. Design/methodology/approach -The seminal literature on local food in the UK is reviewed prior to providing a case study on a local food outlet, the True Food Co-op. This is followed by the results from a detailed survey of its customers. Findings -The increase in availability of and interest in local food over the last decade has been matched by new research findings. Although there is a consensus on the reasons why people buy local food, there are significant gaps in other areas of one's understanding, such as the lack of a clear definition of what local food is. This is frustrating further developments in the sector.Research limitations/implications -Business development strategies that rely on niche markets, such as local food, in fast-moving consumer goods categories are enjoying rapid growth. However, there are many difficulties with research in this area that emerge from the multitude of purchases made by numerous people, of various products, and in different places. Practical implications -Innovative community-based food retail outlets, such as the True Food Co-op, provide an example of a business model that links consumers and producers in local food networks. As such they contribute to food security by filling a vital role in a diversified, resilient and environmentally friendly food system. Originality/value -The paper publicises recent research findings in the local food sector that have practical implications for policy. In addition, these findings are important for individual businesses in the local food sector which are aiming to develop and secure their position in the marketplace.
This paper reports on the latest contributions to over 20 years of research on organic food consumers. There is a general consensus in the literature on the reasons why people buy organic food. However, there is also a gap between consumers' generally positive attitude toward organic food and their relatively low level of actual purchases. Product differentiation based on intangible features, such as credence attributes such as organic, in fast-moving consumer goods categories is enjoying rapid growth. However, there are many difficulties with research in this area, including the errors inherent in research that relies on consumer self-reporting methodologies. Further, in relation to organic food, there is a divergence between consumers' perception of its superior health features and scientific evidence. Fresh fruits and vegetables are of vital importance to the organic sector as they are the entry point for many customers and account for one-third of sales. Further, although there is a small proportion of dedicated organic food buyers, most sales come from the majority of buyers who switch between conventional and organic food purchases. This paper identifies the practical implications for generic organic food marketing campaigns, as well as for increasing sales of specific products. It concludes with suggested priorities for further research.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.