Like any industry, you must continually look at better ways of getting the product from the producer to the consumer. However, many people believe that until the industry is capable of regularly supplying large supermarkets, the general public will not have ready access to organic produce. Only then will the general public become more knowledgable about the environmental and health benefits organic products provide. Worldwide, interest in organic farming, and the demand for organic food products, is growing. World production and consumer demand for organic food products is currently concentrated in the European Union and North America.
Japan is also a burgeoning market.
The boom in Japan is, to some degree, due to an interest being shown by supermarket owners themselves in stocking organic food. Retailers will play a large part in the success of the industry. This also suggests that your industry must grow rapidly if it is to capture a significant export market share. However, the phenomenal growth in organics should be balanced against some fundamental changes occurring in the food industry. Changes that I believe will provide you with immense challenges in the coming years.