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Austrian organic market communication
Barbara Köcher-Schulz
12th International Seminar on Organic Farming
Paris, Agence BIO 28th February 2017
Organic share of agricultural land
Source: FiBL 2017
10,0
11,3
11,7
12,5
12,8
13,1
13,8
16,5
16,9
21,3
30,2
0 5 10 15 20 25 30 35
Finland
Czech Republic
Italy
Falkland Islands
Latvia
Switzerland
Sao Tomé and Principe
Estonia
Sweden
Austria
Liechtenstein
Percentage
1 539
18 542 19 028
21 728
20 779
0
5 000
10 000
15 000
20 000
25 000
1990 1995 2000 2010 2015
2016: 21.820 holdings
Organic farming in Austria
Organic holdings account for 19 % of
agricultural holdings in Austria
Number of organic holdings
910 1 010
290
290
70
80
2014 2015
0
200
400
600
800
1000
1200
1400
Gastronomy
Direct sales
Food retail market
1.380 1.270
Source: ACN Nielsen LH incl. Hofer/Lidl, GfK, GASTRO-DATA © AMA-Marketing 2016 in cooperation with Bio Austria, BMLFUW and AWI
Organic sales in Austria Mio. EUR
Organic labelling
EU Organic Logo
• Joint organic logo
• Provides the sector with a visual identity
• Mandatory since 1 July 2010
AMA-Biosiegel / AMA Organic Seal
• Voluntarily added to the EU organic logo
• Indicates organic foods of particularly high quality
• Food safety and quality
Communication strategy - objectives
1. Promotion of sales of organic food products
2. Increasing awareness of organic logos which are available indiscriminately to all producers and processors in the domestic market:
– EU organic logo
– AMA organic seal
3. Communicating knowledge about the special characteristics of organic farming/organic food products
Target groups
Heavy Users • 7 % of house-holds
• 2/3 of organic sales
Strategy: Reinforce their choice of organic foods
Light Users • 74 % of house-holds
• 1/3 of organic sales
Strategy: Raise the positive image of organic food; EU organic logo as a neutral, safe and trustworthy organic label
Non-Users • 19 % of house-holds
• no organic sales
Strategy: Create a positive image of organic food
Advertisements, Posters
Advertorials
Organic Promotion Days
Urban Gardening Competition
www.bioinfo.at
Organic Knowledge Market
Brochures and Folders
Information material: schools and kindergarten
elementary schools
Pupils between 10 and 14 years
kindergarten
Tastings of organic products
AMA organic at
trade fairs
Biofach Nuremberg
AMA organic at food trade fairs
Mag. Barbara Köcher-Schulz
Bio-Marketing Agrarmarkt Austria Marketing GesmbH.
1200 Wien, Dresdnerstraße 68a
T: +43 / 1 / 33 151 - 0
Thank you!