Title of the paper: Organic Food: Emerging Green Business Strategy in the Organized

Markets
Brief profile of the Authors

1. Dr. Biswajit Das

M.A. (Eng), M.B.A., LL.B., M.A. (Pub. Admn.), Ph.D. (Mgmt) Utkal
Associate Professor, Chairperson Doctoral Programme
KIIT School of Management
KIIT University
Bhubaneswar, Orissa
Phone – 09438064555
Email – biswajit@ksom.ac.in

Career Highlight:
Dr. Das is continuing his D.Litt. on Sustainable Real Estate Market. He has 25 years of
experience in academia, industry and government. Besides he is Chairperson- Marketing
Management Area, Member - Academic Council-KIIT-University, Member-Board of
Management-KIIT-U. Prof. Das has been instrumental in the institution building process
of KSOM since its inception. He has authored international research paper and books
like, “Real Estate Market” and “Business communication and Personality Development”.

2. Dr. Ipseeta Satapathy

MA (Pub. Admn.), MA (Pol. Sc.), M. Phil. (JNU, New Delhi), Ph. D. (Utkal), D.Litt. (Utkal)
Associate Professor
KIIT School of Management
KIIT University
Bhubaneswar, Orissa
Phone – 09937234890
Email – ipseeta@ksom.ac.in

Career Highlight:
Dr. Satapathy has over 10 years of experience in teaching and administration in KIIT
University. She has worked as Assistant Registrar (academics) KIIT University, Dean
Communication KIIT University. Prof. Satapathy has authored books like "Environment
Management" &"Business Communication & Personality Development" and has also
published several international research papers. Dr .Satapathy is actively involved in
Management Development Programmes.

3. Ansuman Jena
B.Sc. MBA, Ph. D. (Cont.)
Lecturer
Department of Business Administration
Dhenkanal Autonomous College, Dhenkanal
Ph. D. (Cont.)
KIIT School of Management
KIIT University, Bhubaneswar
Phone – 09040209907
Email – ansuman.jena@gmail.com
 Career Highlight:
Mr. Jena has over 3 years of experience in business development, sales, marketing and
relationship management in the top notch corporate. He is into teaching since 2009 and
continuing his Ph. D. research in KIIT University. He has an excellent academic career.
He has presented a paper on “Business Ethics and Corporate Governance” at the 30 th
Annual Conference of Orissa Commerce Association, Organized at PG Department of
Commerce of Ravenshaw University, Cuttack in 2009. He believes in KIZEN principle
and his attitude towards excellence always helps him stand out of crowd. He has awarded
with many prizes and awards from academia and industry.

4. Debadutta Das
M.Sc., MBA, Ph. D (Conti.)
Research Scholar
Fakir Mohan University
Balasore, Orissa
Phone – 09861163497
Email – devadutta007@yahoo.co.in

Career Highlight:
Mr. Das has more than 13 years of academic experience. He has attended many positions
in his professional career. He has published many articles and presented a number of
research papers at national and international forum. His philosophy of life is ‘learn to
earn, earn to live and live to serve’.

5. Mangalika Mohapatra
M.Sc. & M.Ed. (Life Sc.) Utkal, M.Phill, Ph.D. (Conti.)
Research Scholar
Utkal University
Bhubaneswar, Orissa
Phone – 094386199
Email – mangalika.mohapatra@gmail.com

Career Highlight: Mrs. Mohapatra has outstanding academic accomplishments. She is

doing her research work in Utkal University, Vanivihar, Bhubaneswar. Her area of
interest is Environment Management.

To whom so ever it may concern

This is to certify that the research article titled “Organic Food: Emerging Green Business
Strategy in the Organized Markets” is an original and authentic research work done by Dr.
Biswajit Das, Dr. Ipseeta Satapathy, Mr. Ansuman Jena, Mr. Debadutta Das and Mrs.
Mangalika Mohapatra. It embodies the result of their original contribution and the same has
neither been published nor submitted for publication elsewhere.
 Organic Food: Emerging Green Business Strategy in the Organized Markets
Abstract
Green food is important for a healthy life. Organic food supplement through farming has
been becoming a key to the health conscious people. India is fast changing and emerging as a
hub for organized farming.
Today cultivable land is being rampantly abused by synthetic fertilizers; discharging toxic
elements; even contaminating water table. The shrinking quality has been slowly poisoning
crops. It consequently inflicts obesity, diabetes, high blood pressure and cardiac diseases etc.
Commodity market is a market for daily consumption. Prices are associated with demand for
non-toxic products. Bio-fertilizers are being substituted with the pesticides; to identify a
segment in the marketplaces; entering through shopping malls. Even vegetables and fruits are
created with brands for target customers. Health regime has realized the ill effect of synthetic
fertilizers. Hybrid products and patents have become a debate for countries to accept the
dictates of WTO. Promoting organic farming and popularizing organic food products among
the farmers and consumers through awareness campaigns, effective branding and marketing
activity are in the fore.
This research article shall analyze, interpret and insight in to the new emerging market
segment in the food category; which shall transcend the borders of countries in to the global
village accepted as mega brands in the meta-markets. It shall provide detailed introspection in
to the status of organic farming in India and abroad. The future of the market shall affect the
life of billions of people worldwide.
Key words
Organic Food, New Brands, Shopping Malls, Emerging Markets, Green Economy and
Business Strategy
Introduction
Synthetic pesticide driven cultivation and depleted soil conditions have harmed the
nutritional value of the food produced. It has gone up substantially during
the recent years. During the last 60 years the nutritional value in most of the food has
approximately down by 25% of what it originally was in 1950’s. The unfortunate part is that,
there are no standards set up as yet, to certify the actual nutritional value of groceries offered
for the guidance of consumers.
This shortage of essential nutrition in the food has resulted in a growing number of
chronic ailments like high blood pressure, high cholesterol, diabetes and
all kinds of cardiovascular diseases, to name a few, which plague modern
society today.
To combat this menace; the educated class of people, whom health is more valuable, there is
a growing rise in the use of dietary supplements like vitamins and minerals in the form of
easy to swallow tablets or capsules. Many imported multi-vitamin and mineral supplements
are now available in regular medicine stores around the corner.
Synthetic chemicals and organic food
Modern man has invented more than 10 million new chemicals; thousands of which are
added to our food products. Therefore organic food culture is becoming a practice in the field
of dieting. This has revolutionized a preferential dieting phenomenon in many. It has also
attacked the junk food eaters. Junk food eaters are also imbibing consciousness for organic
food items. Contemporary first paced society of the globe is heading towards a dead alley of
chemically treated food products (Food Standards Agency, 2003).
The early phases of agriculture revolution were bereft of pesticides and manures; which are
rampantly prevalent now. It has eventually made the soil toxic, poisonous and barren. Though
fertility of the soil is enhanced by virtue of artificial manure; it is infusing chemicals into the
body constituent of the soil. It makes the water, food and air etc. filled with toxic substances,
which are packed as edibles; though being junk. Soil condition give vent to artificial
germination of plants; and give birth to inorganic blends of fruits, vegetables, paddy, gram
and other food produce which becoming dangerous for intake in the body (Murray, 1991).
Mass productivity world wide
Countries worldwide have adhered to the formula of mass productivity of using chemical
pesticides; at the cost of good health. Reduction of agriculture land in many of the countries
has come up with multiple cropping and un-seasonal productivity unnaturally cultivated.
These are fed to the teeming millions of the country who require food. “Eat a diet rich in
organic food and take nutritional supplements is important (FAO/WHO, 1994)” has been
forgotten.
However organic food consumption in India is on the rise now. People believe
that organic food is a “concept” popular in developed countries. When it comes
to organic food, India exports organic food and consumes a little. 50% of
the organic food production in India is targeted towards exports.
ACNielsen’s survey of about 21,000 regular Internet users in 38 countries revealed that; India
was among the top ten countries where health food, including organic food, was demanded.
The most important reason for buying organic food was the concern for health of children.
Over 66 percent parents preferring organic food to non organic food. Though organic food is
priced 25 percent more than conventional food in India, many parents are willing to pay the
premium due to the perceived health benefits of organic food.
The increase in organic food consumption in India is evident from the fact that
many organic food stores are spurring up in India. Almost every supermarket has an organic
food store and every large city in India has numerous organic food stores. The first organic
food store in Mumbai was started in 1997 and is a pioneer.
The pattern of organic food consumption in India is different than the developed countries.
Here consumers prefer organic marmalade, organic strawberry, organic tea, organic
honey, organic cashew, butter and various organic flours. There are many consumers who are
unaware of the difference between natural and organic food. Many people purchase products
labeled as natural, thinking that they are organic. Consumers are also unaware of the
certification system; since certification is not compulsory for domestic retail in India. Many
fake organic products are available in the market’s all around.
Definition of Organic farming and key benefits
In 1939, Lord Northbourne coined the term organic farming in his book “Look to the Land”.
It describes the holistic, ecologically-balanced approach to farming—in contrast to what he
called chemical farming. In simple words, “Organic foods are those foods that are produced,
processed and packaged without using chemicals”. They are been accepted for their
perceived health benefits over conventional food. Organic farming sector is growing rapidly
and has caught the attention of farmers, manufacturers and above all consumer kings. Some
of the popular organic food items include organic tea, organic coffee, organic wine, organic
milk, organic honey, organic vegetables, organic fruits, organic rice, organic corn, organic
herbs, organic essential oils, organic coconut oil and organic olive oil.
Organic foods protect from heart disease and cancer, as they contain Phenolic compounds.
Organic food is natural, fresh and tasty too. Many people prefer to grow organic food in their
home gardens, because it costs about 20% more than the conventional food. Organic
gardening uses organic seeds, organic fertilizers, compost, organic root stimulators, and
organic pest control.
Key advantages of Organic food
Few identified salient points which are key to the use of organic food are given as under.
 Organically grown foods are natural and without any chemicals.
 Organically grown foods are nutritious and full of taste although they may not look as
shiny, colorful and well presented as shop produce.
 Organic foods put fewer burdens on environment.
 Growing foods organically can protect the topsoil from erosion and is a great way of
getting closer to nature.
Under organic production, use of conventional non-organic pesticides, insecticides and
herbicides is greatly restricted. Organic food production is a heavily regulated industry.
Currently the European Union, the United States, Canada, Japan and many other countries
require producers to obtain special certification in order to market food as "organic". Most
certifications allow some chemicals and pesticides to be used.
Historically, organic farms have been relatively small family-run operations, which is why
organic food was once only available in small stores or farmers' markets. However, since the
early 1990s organic food production has had growth rates of around 20% a year, far ahead of
the rest of the food industry, in both developed and developing nations.
Foods claiming to be organic must be free of artificial food additives, and are often processed
with fewer artificial methods, materials and conditions, such as chemical ripening, food
irradiation and genetically modified ingredients. Pesticides are allowed so long as they are
not synthetic.
Country specific legal parameters
To be certified as organic, products must be grown and manufactured in a manner that
adheres to standards set by the country they are sold in. Some of them are:
 Australia: Australian Organic Standard and NASAA Organic Standard
 Canada: Canada Gazette, Government of Canada
 European Union: EU-Eco-regulation
 Sweden: KRAV
 United Kingdom: Department for Environment, Food and Rural Affairs (DEFRA)
 Norway: Debio Organic certification
 India: NPOP, (National Program for Organic Production)
 Japan: JAS Standards
 United States: National Organic Program (NOP) Standards
The United Nation’s norms
Advanced countries like US, UK and Japan have ensured the use of bio-fertilizer to reduce
the toxic content of the food produce by virtue of certain rules enforced by the Government.
United Nations in its GATE & GATT norms; it has stipulated the permeable limit of
pesticides for international use by the population. To manage the shortfall and striking a
balance in the economies of scale (Keegan, 2006) countries have adopted the regulations in
their own spirit.
But in the transitional economies and developing economies, leaving apart the basket cases, it
is seen that reckless manuring of agriculture lands for substantial productivity has poisoned
the soil to the extent of 1700 per cent; which it self is detrimental to health living. Yet our
human body is able to absorb the toxic food produce and maintain the metabolism for a living
condition.
To maintain the sanctity, World Health Organization (WHO) has issued an International Code
of Marketing of Food Products to check the relentless negligence. WHO and the United
Nations Children’s Fund (UNICEF) released a joint statement on the Ten Steps to Successful
Breastfeeding of mothers.
Some facts and market statistics
While organic food accounts for 1–2% of total food sales worldwide, the organic food market
is growing rapidly, far ahead of the rest of the food industry, in both developed and
developing nations. World organic food sales jumped from US $23 billion in 2002 to $52
billion in 2008. The world organic market has been growing by 20% a year since the early
1990s, with future growth estimates ranging from 10%–50% annually depending on the
country. Some country specific information is highlighted below.
United States
Organic food sales have grown by 17 to 20 percent a year for the past few years while sales
of conventional food have grown at only about 2 to 3 percent a year. In 2003 organic
products were available in nearly 20,000 natural food stores and 73% of conventional grocery
stores. Organic products account for 2.6% of total food sales in the year 2005. Two thirds
of organic milk, cream, half of organic cheese and yogurt are sold through conventional
supermarkets.
Canada
Organic food sales surpassed $1 billion in 2006, accounting for 0.9% of food sales in Canada.
Organic food sales by grocery stores were 28% higher in 2006 than in 2005. British
Columbians account for 13% of the Canadian population, but purchased 26% of the organic
food sold in Canada in 2006.
Europe
In the European Union (EU25) 3.9% of the total utilized agricultural area is used for organic
production. The countries with the highest proportion of organic land are Austria (11%) and
Italy (8.4), followed by Czech Republic and Greece (both 7.2%). The lowest figures are
shown for Malta (0.1%), Poland (0.6%) and Ireland (0.8%).
Austria
11.6% of all farmers produced organically in 2007. The government has created incentives to
increase the figure to 20% by 2010. 4.9% of all food products sold in Austrian supermarkets
(including discount stores) in 2006 were organic. 8000 different organic products were
available in the same year.
Italy
Since 2000 use of some organic food is compulsory in Italian schools and hospitals. Since
2005 all school lunches in Emilia Romagna must be organic by law.
Poland
In 2005; 168,000 ha of land were under organic management. 7 percent of Polish consumers
buy food that was produced according to the EU-Eco-regulation. The value of the organic
market is estimated at 50 million Euros (2006).
UK
Organic food sales increased from just over £100 million in 1993/94 to £1.21 billion in 2004
(an 11% increase on 2003).
Indian organic food market
Organic farming is an old concept in India. Extensive farming is carried out in the country.
The organic food market is worth USD 129.3 million and shows huge potential for growth in
future. The analysis of the drivers explains huge exports, organized retail distribution
network, government initiatives and increasing health consciousness among consumers.
However the key challenges identified encompass high prices of organic food, lack of
integrated supply chain and difficulties for farmers, certification barriers.
Cryptic entry into households
Organic food products are slowly but steadily finding their way in the average Indian
household. It is indicative of the rising health-consciousness among the Indian consumers.
Rs. 5.6 billion in 2008, the organic food market is gradually witnessing the shift from being
an elitist to a health product. Although production and consumption figures in India are way
behind the world average, the market is now showing signs of consistent growth. As of now,
price continues to be the major deterrent. It is gradually being outweighed by factors such as
nutrition, taste, quality and better environment.
Eventually the market for organic food products has largely been characterized by inadequate
retail presence, absence of certified brands, incomplete range, higher price and highly export-
oriented government policies. Notwithstanding these shortfalls, retailers are optimistic about
the future benefits. India will take long time to catch up with the global growth rate of 20-
30% annually.
This is because most producers are either small or marginal farmers, small cooperatives or
trade fair companies. They are scattered across the country, offer incomplete product range
and are mostly local brand. In countries like US and Europe, every supermarket carries a
complete range of certified organic products. The need of the hour therefore is organized
retailing and marketing from the prevalent unorganized pattern.
Organic Farming in India
Organic farming was practiced in India since thousands of years. The great Indian civilization
thrived on organic farming and was one of the most prosperous countries in the world, till the
British ruled it.
In traditional India, the entire agriculture was practiced using organic techniques, where the
fertilizers, pesticides, etc., were obtained from plant and animal products. Organic farming
was the backbone of the Indian economy. Cow was worshipped as a God. The cow, not only
provided milk, but also provided bullocks for farming and dung was used as fertilizers.
Population, Natural calamity and Food scarcity
During 1950s, the increasing population of India and natural calamities lead to a severe food
scarcity in India. As a result, the government was forced to import food grains from foreign
countries. To increase food security, the government had to drastically increase the
production of food in India. The Green Revolution (under the leadership of M. S.
Swaminathan) became the government’s most important program in the 1960s. Large amount
of land was brought under cultivation. Hybrid seeds were introduced. Natural and organic
fertilizers were replaced by chemical fertilizers and locally made pesticides were replaced by
chemical pesticides. Large chemical factories such as the Rashtriya Chemical Fertilizers were
established. Before the Green Revolution, it was feared that millions of poor Indians would
die of hunger in the mid 1970s. However, the Green Revolution, within a few years, showed
its impact. The country, which was greatly relied on imports for its food supply, reduced its
imports every passing year. In 1990s, India had surplus food grains and once again became
exporter of food grains.
Food security to chemical farming
Extensive dependence on chemical farming has shown its darker side. The land is losing its
fertility and demanding larger quantities of fertilizers to be used. Pests are becoming immune
requiring the farmers to use stronger and costlier pesticides. Due to increased cost of farming,
farmers are falling into the trap of money lenders, who are exploiting them and forcing many
to commit suicide.
Shift to Organic farming
Both consumer and farmers are now gradually shifting back to organic farming. It is believed
by many that organic farming is healthier. Though the health benefits of organic food are yet
to be proved, consumers are willing to pay higher premium for the same. Many farmers in
India are shifting to organic farming due to the domestic and international demand for
organic food. Further stringent standards for non-organic food in European and US markets
have led to rejection of many Indian food consignments in the past. Organic farming,
therefore, provides a better alternative to chemical farming.
According to the International Fund for Agriculture and Development (IFAD), about 2.5
million hectares of land was under organic farming in India in 2004 and over 15,000 certified
organic farms in India. India therefore is one of the most important suppliers of organic food
to the developed nations. No doubt, the organic movement has again started in India.
Organic food exports from India are increasing with more farmers shifting to organic
farming. With the domestic consumption being low, the prime market for Indian organic food
industry lies in the US and Europe. India has now become a leading supplier of organic herbs,
organic spices, organic basmati rice, etc. In 2003, only 6-7% of the total agricultural produce
in India was exported.
Economy propelled business
The increasing demand for organic food products in the developed countries and the
extensive support by the Indian government coupled with its focus on agro-exports are the
drivers for the Indian organic food industry. This is a very high premium for most of the
Indian population where the per capita income is merely USD 800. Though the salaries in
India are increasing rapidly, the domestic market is not sufficient to consume the entire
organic food produced in the country. As a result, exports of organic food are the prime aim
of organic farmers as well as the government. The Indian government is committed towards
encouraging organic food production. It allocated Rs. 100 cores or USD 22.2 million during
the Tenth Five Year Plan for promoting sustainable agriculture in India.
Indian Government regulations
Agricultural and Processed Food Export Development Authority (APEDA) coordinates the
export of organic food and other food products in India. The National Programme for
Organic Production in India was initiated by the Ministry of Commerce. The programme
provides standard for the organic food industry in the country. These standards have been
developed taking into consideration the international organic production standards like
CODEX and IFOAM. Indian organic food products are being accepted in the US and
European markets. APEDA also provides a list of organic food exporters in India for
exhibiting abroad for outsourcing markets.
Organic food production costs are higher in the developed countries as organic farming is
labor intensive and labor is costly in these countries. However, in India, labor is abundant and
is relatively cheap. Most of the organic farmers are in the transition phase as these farmers
continue with organic farming, the production costs are expected to reduce.
Organic food products exported from India
Organic Food Category Organic Food Products
Organic Cereals Wheat, Rice, Maize or Corn
Organic Pulses Red gram, Black gram
Banana, Mango, Orange, Pineapple, Passion fruit, Cashew
Organic Fruits
nut, Walnut
Organic Oil Seeds and Soybean, Sunflower, Mustard, Cotton seed, Groundnut,
Oils Castor
Organic Vegetables Brijal, Garlic, Potato, Tomato, Onion
Chili, Peppermint, Cardamom, Turmeric, Black pepper,
Organic Herbs and Spices White pepper, Amla, Tamarind, Ginger, Vanilla, Clove,
Cinnamon, Nutmeg, Mace
Others Jaggery, Sugar, Tea, Coffee, Cotton, Textile
Source: org-marg.com
Drivers of market force
Organic products mainly being exported, are finding more consumers in the domestic market.
The nutritional benefits of these products have ushered in organic food revolution in the
country, which is currently at a nascent stage. Although health is the key reason for growing
demand, other incidental benefits such as better taste and better environment are also driving
growth. There is growing awareness of the environment and the dangers of chemically grown
products. Besides, with a growing number of retailers offering various organic products, they
are now more visible and therefore, are more likely to generate demand. Another key factor
driving demand has been the change in the consumer perception from organic products being
elitist and healthy. The rising health-consciousness will certainly trigger demand in the near
future.
Influx and Junk Food
Presently due to the inevitable migration of people in search of work to metros, time
constraints for attending to highly placed and volatile job responsibilities of the corporate
executives and commitment to time, the employees are forced to accept fast food as an
alternative to quench their hunger. Besides, the teenager community is attracted by the fast
food giants by virtue of attractive audio-visual media promotion and psycho-somatic
advertisement glares. Media hypes create an indelible mark in the mind tree of the youngsters
resulting in becoming brand loyal and a life time purchaser. They resort to frequent buying of
edible stuff which have innate inorganic properties in them; which are hazardous to the health
of children, youngsters and consumers at large(Gibson,1990). This has become a passion with
the buyer’s psychology and is implanted in the mind, body and soul.
Minerals and Vitamins matter in food intake
Organic food have an implication which is wanted by health conscious people, but take away
food has become a substitute due to time constraints and has created an equity in the food
market ( Goulding,1990) . Foods have to contain certain valuable ingredients like
carbohydrates, dietary fibers, vitamins (especially folate), vitamin-A available from yellow
and green vegetables and vitamin-C available from dark green vegetables and most fruits,
potatoes. Moreover minerals like magnesium, calcium, iron, zinc and selenium (wholegrain
products) and potassium are essential for the body. Vitamins-B and Vitamins-E (rich in wheat
germ), Vitamins-B12, niacin and thiamin are beneficial for the body. These are available in
the organic foods produced by the farms and are seldom available in the junk foods.
Shopping malls and Meta-markets
Shopping malls retail rations, fruits and other consumables. They procure food material from
unorganized markets in the requisite quantum, processed through organized service providers
producing house products. These are procured with respect to the visual looks of the edible
product like rice, wheat and maize, rather than based on the organic properties of the produce.
It is collected without wanting to know in which kind of firm it has been harvested. The
quality of the produce is organic or not. Management by the shopping malls in arranging the
requisite produce; packaged in the right way is important.
Connoisseurs of health and pricing
In the present context; organic food has become an interest for the connoisseurs and health
savvy intelligent community. It has a propelled a group of farmers to cultivate their produce
in the organic methods; using the traditional manures, fertilizers and bi-fertilizers. These
drastic changes in the minds of the conscious buyers have been changing the mind of the
farmers. It is for that the prices of the organic agriculture products are going higher (Barnett,
2004). They are being sold in the specific identified vending zones at a cost which is three to
four times higher than the usual harvesting made by the other farmers.
Organizing market places; call for the principles of management and marketing. They
analyze, calculate and assess the critical quotient of the buyers to resolve at a decision. They
arguably analyze the power relations of the buyer and the seller, between the vendor and the
vendee, between the retailer and the consumer.
Societal transition and changing paradigms
Societies are undergoing transformational changes in the different spheres of activities. It is
due to the economical changes in the per-capita income of people. It happens due to the
procurement of manpower from lesser countries; at a lesser pay. They mingle to create a
cultural mix in the society existing (Appadurai, 1988). Cross-cultural dimensions of life are
changing for a lifestyle requirement at par with the living conditions of the market places.
In fact, Official National Food Surveys show that many people fail to get the Recommended
Daily Intakes (RDIs) for a variety of nutrients due to junk food habits. According to the 15
years of research study by Emmanuel Cheraskin and his colleagues at University of Alabama,
13,500 people have been tested and found that the nutrient intake of most healthy individuals
are often 5-10 times. We may be living longer, but other measures of our health like cancer
incidence, infertility, mental health, low energy levels, depression and allergies worry us for
life due to irregularities of food.
Tradition and Ethics
Traditional societies of different countries across the globe are in a process of churning into a
level; wherein they are unable to relate and juxtapose ethics with tradition. Tradition is
condemned to be obsolete and values are becoming unethical and a new equity in the social
climate has been emanating (Desmond, 1998).
Societies having low context culture, medium context culture and high context culture have
undergone a huge change and the ideology of the segments is changing with respect to the
food habits. New generation is thinking of burger, pizzas and hot dogs as a substitute for the
conventional breakfast. Fast food giants have moulded the societal food requirements into the
mould in which they want the customers to be standardized (Brown, 1996). They want the
customer to procure the product as the way they are expecting to be served by the food giants.
Geographical and Cultural differences
Cultures across the world in different geographical places have evolved with the passage of
time. Cultures have become uniquely different from each other with respect to the climatic
variance and regional altitude. It has been mundanely unique as per the environment of the
region or locality. Cultural nuances and subtle variances occur in places adjoining the
epicenter of the culture and slowly diffuse centrifugally melting into cross cultural breeding
grounds (Abel, 2001).
Culture is a changing phenomena, people shifting from one place to other part of the globe
acquire new culture and forego old culture and create an eclectic culture which is peculiar.
These of the peculiar assimilation of cultures with respect to food items have become
prevalent in the civilization of the west and the east, north and the south. Amongst all US is a
dominant force and has enforced its ideology on food and mobilized the markets by virtue of
equitable investments in the food markets. It uprooted the concept of organic produce;
enabling farmers to harvest for making profit at the cost of customer health.
The factors of differences in the platforms of culture have been thronging inevitable results
which are consequentially throwing health hazards and new set of diseases that doctors need
to experiment to cure.
Ancient food habits
Taking a historic reference to the literature of food habits of ancient times in different parts of
the world, they were eating natural forest produce, agriculture lands, farm lands and
courtyards in the traditional cuisines. Traditional food menu have been typical in response to
the socio-cultural background of the region. It depends on the taste and preference of climate
and species. It has been an organic process of preparation of food items which made them
live long. They did not have to go for surgery and medicine for that matter.
Under the back drop we can realize that organic food fraternity can only bring considerable
benefits and reduce risks to health. Dr. Vyvyan Howard, toxicologist from the University of
Liverpool, finds that we each of us have some 500 toxins in our systems that our
grandparents did not have because they did not exist 50 years ago. These have created
lifestyle-related diseases like diabetes, hypertension, obesity, breast cancers and coronary
heart diseases among people (Simmons, 1996).
Lifestyle changes and reaches of food varieties
Advancement of science and technology; innovations of transportation facilities in the
roadways, sea-routes and air ways have opened corridors for business executives to travel in
the quest of business deals. Smooth transportation of travelers; unlike the early years
traveling on horseback; made people travel from place to place comfortably free from risk.
Horse drawn carriages were slowly replaced by super-sonic sky-liners networking the
geographical corners; making people travel within the shortest possible time. Dust and
distances, jet-setters, globe-trotters and global customer swiftly became a buzz world in the
corporate atmosphere.
Coca-Cola founded in 1875 transported in horse drawn carriage is being believed to the most
popular brand sold in 200 countries of the globe; maintaining a flavours matching to the
pallet of the ethnic taste buds of people. Things have to move ahead and with it hearth have
to guard at the cost of alluring advertisements of marketing czars. Organic food market is
picking up as a concept for the rich, which is available in the remote corners of the globe
deprived of the facilities of pompous life and plenty.
Food Giants and Takeaway Food stuff
The recent spurt of junk food markets otherwise known as take away foods have stolen the
market from the traditional restaurants, hotels and other regular food cafes across the globe.
Mass branding by KFC and McDonald as fast food chains, Wal-Mart and JC Penny Carrefour
and other shopping malls have organized the unorganized market and have created a strong
market niche for themselves. They mobilized the buyer community to resort to the luxury of
style and guiles.
The KFC and McDonald by virtue of its chain of restaurants worldwide have ensured the
concept of readymade food in the food retails; which are being alleged for being providing
chemically treated food used with slow poisoning preservatives. Chemical flavours added to
the food; served to the customers afresh; has an undertone with respect to the health hazard of
the bubbly consumer. (James, 2007) The consumer is unconcerned because of the gadgetry of
fast paced life in the metros and cosmopolitan cities of the nation. It is becoming a lifestyle
with young stars; which shall be translated in their posterity.
Posterity matters
Government has taken measures to make these products popular in the domestic market.
Prices are to come down when the farmers complete. As demand goes up, other factors like
economies of scale will automatically lead to a drop in prices.
The farmers, on the other hand, are looking for a boost in the form of subsidies and a retail
platform to showcase their products, which until now are picked up by co-operatives or
NGOs. Trade fairs need to be organized more frequently. Lastly, the transition to organic
products will help the farmers, the retailers as well as the consumers.
Organic food: A Strategic Market
Organic food has been of vital interest to all people around the globe, but its non-availability
has bolstered the market forces to launch preserved products. Science of preservation have
resulted in maintaining for the durability of products and there by packaging. To drive the
market by attracting potential customers companies are creating sensation in their
promotional plans. (Murray, 1994) They create market share and reach to the heart share of
the buyer.
Junk foods have all the disadvantages for the customer but it is an inevitable requirement.
Countries concerned about the heath and hygiene of the nationals, consciousness look for
regulations to nab the perpetrators of law, yet the rules have their slackness in many ways.
People as buyers; need to be conscious of the purchase they make and food they eat. They
need to have the social responsibility to report the authorities in case of any violation meted
by the plethora of retails small or big scattered all around. There cannot be any substitute for
organic food. Good health is all about good food and marketing ethics. In the power relations
implicit in market forces; buyers prevail at the end of the game and they need to prepare them
selves to be conscious to wage a war against junk food and ensure a proper order in the
market places.
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