And while food scares like the mad cow disease have not created this interest, they have certainly intensified it. The organic market should take advantage of the potential of these synergistic effects by offering a combination of organic, regional and high quality food. Selling organic products in supermarkets seems to be a direction that the organic movement will continue to follow into the future. But this should not stop further developments in marketing alternatives. Farm gate sales, weekly farmers markets, box and delivery schemes and organic shops all have to remain a challenge to the supermarket option.
Consumers also have a central role to play as they have the power to make change.
By seeking out in-season, local, least processed and organic food a message will be sent to the suppliers. However, consumers also have to understand and accept that all food needs fair prices.