The Handbook of Organic and Fair Trade Food Marketing provides a practical guide to successful marketing in these two dynamic sectors, underpinned by case-histories and lessons from companies that have been successful in these areas, including Green & Black's, Yeo Valley and Duchy Originals.

The Handbook of Organic and Fair Trade Food Marketing includes:

• a review of the international markets for organic and fair trade food and drink
• an analysis of organic and fair trade consumers
• a review of successful retailing practice and a section on organic and fair trade divergence and convergence

Chapters are also included on perspectives from the USA, Germany and Italy. The book is written by industry experts, augmented by academic contributions where appropriate, offering for the first time the practical marketing advice required by companies in this sector.

Contents

1. The international market for organic and fair trade food and drink
2. The organic consumer
3. The fair trade consumer

Successful organic and fair trade brands

4. Case history: Yeo Valley
5. Case history: Green & Black's
6. Case history: Abel & Cole
7. Case history: Clipper Tea
8. Case history: Duchy Originals
9. Case history: Sainsbury's SO Organic
10. Organic and fair trade marketing in Germany
11. Organic and fair trade marketing in Italy
12. Organic and fair trade marketing in the USA
13. Organic / fair trade crossover and convergence

Further resource: Useful organic and fair trade websites

Index

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