We are becoming more and more familiar with the concept of organic marketing, ecomarketing, green marketing or environmental marketing. They are all diverse names but they respond to a common objective: satisfying the needs of a consumer concerned with the environment whilst simultaneously favouring sustainable development.
This new trend has become a business strategy that is currently very much in vogue, responding to the demand for business social responsibility. This eco-friendly initiative can, therefore, be seen from a dual perspective: social, and non-profit-making, it boosts the environmental awareness of the consumer; and business-related, because it is also aimed at the sale of organic products.
Organic food, a growing trend
The food industry soon echoed such environmental responsibility, ensuring that this did not go unnoticed by the consumer. Statistics prove it, because organic products are already present in a quarter of all Spanish households, according to the study “Characterisation of the sociodemographic type and profile of the food consumer in Spain”, presented by the Ministry of the Environment and Rural and Marine Affairs on the 30th of November of 2011.
What’s more, the study also brought to light other data in relation to “ecofood”: the profile of the consumer committed to this trend identified people of approximately 40 years of age, with health being one of the principal motives for purchasing this type of product, the maximum exponent of which is found in fruit and vegetables.
Eco-friendly Marketing in Food
When it comes to developing a green marketing strategy, industries in this sector meticulously monitor all phases of the production process: they carefully and correctly select the prime materials, orient the design of the container towards utility and risk reduction; minimising to the maximum degree the resources employed during production and distribution, as well as the contaminating emissions generated; and, lastly, they efficiently manage the waste, which is destined for recycling and reuse.
It is no more than a collection of actions aimed at the provision of a product, similar to the conventional one, given that it responds to the parameters of quality, availability, service, price and design, but with the difference that with “eco-products” the environment also plays a part as a decisive factor in the buying behaviour.
10 benefits of organic food
If you still don’t know the benefits of these new dietary habits, here we show you their advantages:
1 They do not contain toxic residues, and are therefore healthier. Hence their application to conventional agriculture for the elimination of infestations.
2 They do not contain synthetic additives and are very rich in nutrients; as a result, they do not provoke health problems.
3 They do not contain pesticides, used in traditional farming.
4 They do not contain GMO (Genetically Modified Organisms), which could be harmful for the environment and health, although there is still no scientific basis to prove this.
5 The do not contain antibiotics, frequently used in traditional livestock farming.
6 They respect the environment and avoid contamination.
7 They are subject to an exhaustive quality control of the prime materials and preparation and packaging process.
8 They contribute to the wellbeing of animals, given that in this type of food production the animals are not artificially or intensively manipulated.
9 They boost biodiversity and, in general, respect nature.
10 They are more flavourful and remain better preserved than conventional food.