Organic farming in Germany has seen significant growth in recent years. The organic market share was 9% in 2011 and the organic consumer base has expanded from 4% of the population in the past to 40% today. To meet evolving consumer demand, organic producers are adopting new distribution models that emphasize traceability, regional sourcing, and social connections between producers and consumers. These include subscription box schemes, community-supported agriculture, pick-your-own fields, and membership-based cooperative stores. The goal is to maintain the health and trustworthiness of organic products while making them more convenient for modern lifestyles.

1. Organic Farming and New Consumption Models in Germany
Dipl. Ing. Inka Sachse

2. Organic Market in Germany
Turnover 2011: 6,59 billion €
9% growth from 2010
Market share in Germany (2011)
others
15%
organic shops
31%
conventional retail
54%

3. Organic Consumer in the past, today and future?
past today
Denier of consumption,
moderate Lifestyle (LOHAS),
Mentality ambitious
Complex structure of
Ideals Ideology of self reduction
demands
Organic as “common
Organic as statement against
good” with a touch of
the mainstream
Benefit luxury
Technophile with
Lifestyle Refuse modernity
ecological awareness
%- of 4% population 40% population

4. Organic Monitor, 2010

5. How to best respond to consumer‘s demand?
• Organic food market has become subject
to speculation, food scandals, fraud
• Organic food market is becoming more
„convenient“: still healthy, traceable and
trustworthy?
• Conventional retail market takes up in Fair
Trade, Sustainability and Green Marketing
• No clear definition of „regional food“!

6. Example: „Chiemgauer Naturfleisch“
(Natural meats from Chiemgau Region)
• Founded 1991
• 200 meat products, 100% organic, innovative
processing technology with minimum additives
• sale all over Germany
• Traceability along whole production chain:
close collaboration with organic associations
• Image: great quality, high standards,
traceability=>TRUST
• Strong identification with the region: regional
recipe book “Tasty Chiemgau”
• www.chiemgauer-naturfleisch.de

7. Food with a face: „Kornbauern“ (grain farmers)
• „Behind every product there is a farmer“
• Bioland farmers in Southwest Germany
• Image: We, the farmers, are working for YOUR
Bakery
• Partner „Kornkreis“ („grain circle“) markets dry
assortment range
• Farmer‘s picture and name on the packaging
• www.kornbauern.de

8. Food with a face: „Ei-Q“
• „From families, for families“
• Bioland farms in central
Germany
• Family farm address in each
pack
• Invitation to visit the family  Image: regional, social, fair,
farms transparent, animal-friendly,
high quality => TRUST
 www.ei-q.com

9. „Delivery Box“ (=Subscription to a box scheme)
 regular, fresh organic vegetables
directly from producer(s)
 1 x per week delivery to your door or
to outlets for self-collection
 Best around urban centers
 Different subscription box offers: Family Box, Box 1-2 people, Pure
vegetable or fruit crate, Individual box, Mother-and child-Box

10. •Transfer of the land to
consumers in early
„Pick-your-own“ - Vegetable self summer, who pay rent in
advance
harvesting
Farmer plants different vegetables in rows, and •Consumers look after
divides field into plots of approximately 100 m² their vegetables and get
(for family with 2 children) organic help and advise
•Income in springtime
(i.e. 250 EUR /plot)
•High customer loyalty to
the company
• Risk, work, and harvest
www.gartenglueck.info
in summer is passed on
to consumer

12. Community-supported Agriculture (CSA)
• Developed in Germany, Switzerland, Japan (1960s). 20
CSA-farms in Germany, 2.500 in USA
• Network of individuals who pledged to support one or
more local farms
• Sharing risks and benefits of investments and
production
• Payment at beginning of season for share of anticipated
harvest
• Transparent seasonal budget, democratic pricing
system, shared risk and reward agreement
• Low marketing and distribution cost, high time
employment for organization
• Combines well with Delivery Box scheme or Self-
Harvesting scheme, and other social activities

13. For the demanding individual:
„mymuesli“
• Founded in 2007
• Custom-mixed organic cereals
• Order in the internet
• Playful „online-muesli-mixer“
• Gadgets like „mymuesli“ extra bowl and
spoon, recipie book
• Factory and mixing plant in Passau,
Bavaria
• Sale also in own shops and via
conventional retail
• Young, dynamic image, PR
• www.mymuesli.com

14. Membership and
• Consumers pay monthly fee (i.e. €
cooperative stores
15,-/person) and get organic products at
nearly retailer‘s price
• Up to 30% price difference
• Possibility to help out in the store
• Many local suppliers; excursions to the
farms, other activities
• Professional and convenient organic
„supermarkets“ with offer of foods,
spirits, textiles, cosmetics, toys, office
supplies… Examples:
www.vg-dresden.de
• Legal forms: associations, collectives, www.lpg-naturkost.de
cooperatives

15. Thank you for your attention!
Grazie per al Sua attenzione!
International Centre
for Organic Agriculture of
Central and Eastern
Inka.Sachse@ekoconnect.org Europe
www.ekoconnect.org Competence for Central
www.organic-marketing-forum.org and Eastern Europe