|
Marketing of regional organic meat |
|
|
Title of Project Optimization of the marketing of organic products regional marketing of organic meat
Target Group
- Farmers, processors, traders, and gastronomes belonging to the regional marketing chain of organic meat from the Eifel
- Retail traders concerned with marketing of organic products in North Rhine - Westphalia
Place and Period
From January 1998 to December 2000 with the main focus (project group) in the Eifel and qualifications in retail trade in different regions of North Rhine – Westphalia
Project partners
- Institut Grüner Zweig, predecessor of the equalita Institute
- Federal Association for Organic Food Retail, BNN
- Chamber of Agriculture, Rhineland
Financing
- European Union by the common initiative ADAPT
- Grants of the Land North Rhine-Westphalia
- Federal Association for Organic Food Retail, BNN
Project description
Consultant of the institute, of BNN and external experts have consulted project group covering the whole branch with farmers, processors, traders and gastronomes and their enterprises for regional marketing of organic meat. The topics ranged from the switching over of production over logistic issues and calculations, criteria of regional quality, marketing support, and merchandise presentation to development of regionally and product specific advertisements.
The approach which covers numerous spheres secured intense communication and mutual understanding for problems and demands of the partners. At the same time, more than 250 managers and employees of at least 60 health food shops were qualified in the whole of NRW. An emphasis was put on sales and merchandise knowledge about organic meat, fruit and vegetables. Moreover, the schedule contained team orientation and management.
The project caused a considerable improvement of the communication and co-operation in the marketing chain. Besides, the knowledge of the employees and the quality of the marketing in retail trade and restaurants were increased with lasting effect. Thereby, the right conditions for increased sales of regional organic products were created.
|
Regional Marketing of Organic Meat 
