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Organic Foods: Niche Marketers Venture into the Mainstream

Carolyn Dimitri and, Nessa Richman (June, 2000)

Summary

Some established firms may welcome industry growth because they expect to benefit from increasing numbers of organic growers, manufacturers, wholesalers, and distributors serving a larger national and international market. They see an expanded market as an opportunity to modify marketing approaches and bring organic products to a broader range of consumers. In contrast, other established organic foods businesses maintain that organic foods should be produced and marketed on a local or regional scale, in part to preserve opportunities for small family farms and ranches in rural areas.