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Main press contact for OCW:
Dafydd Owen 07772 769095
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Press Release

Marketing organics in a changing world

The Better Organic Business Links Project has published a review of information on consumers' attitudes to organic produce from Wales. The review was conducted by Beaufort Research and looks at actual data from consumer purchases of organic products as well as reporting on research.

The review, which was carried out in order to inform a subsequent survey of consumers, provides an insight into the market for organic products and what has driven its phenomenal growth over the last ten years. It also identifies the information required to understand consumers' current purchasing decisions.

Following the review, a survey of consumers was conducted this summer. The results of this survey will be made available to organic businesses in Wales later this month, and will help identify key messages for consumers.

Dafydd Owen, BOBL Project Manager said: “The market for organic produce has changed dramatically over the last two years as the recession has forced people to look at how they spend their money. The good news is that consumers are still willing to pay extra for food where they believe their expenditure is bringing additional benefits. This willingness to pay extra has benefited Fair Trade and local produce, but the organic sector has suffered, as conveying the benefits of organic systems is more challenging.”

Dafydd Owen added: “The second phase of this study was conducted to plug these gaps in our knowledge through a survey of 1,500 consumers half of whom were in Wales. The survey examined the current attitudes of consumers to organic products generally, and the reasons they chose organic. The survey also looked at the demographics of consumers and their attitudes to related issues, such as animal welfare, the environment and the provenance of food.”

The report of the survey by Beaufort Research will be published at the Welsh Organic Producers' Conference to be held on 21st October at the Royal Welsh Showground, Builth Wells.


Further information

Sue Fowler, Organic Centre Wales, 01970 622248,
Dafydd Owen, Better Organic Business Links 01970 622953,
Lucy Watkins, Better Organic Business Links, 01970 623158,
at or

Notes for editors
1. Better Organic Business Links (BOBL) is a three-year Organic Centre Wales project to build organic supply chains. It has received funding through the Rural Development Plan for Wales 2007-2013 which is funded by the Welsh Assembly Government and the European Agricultural Fund for Rural Development.

2. The Review has been published to the Organic Centre Wales website. Click here to download a full copy or type in

3. Organic Centre Wales is funded by the Welsh Assembly Government to provide information on organic food and farming to producers, food businesses, consumers and others. It is based at Aberystwyth University and run by a partnership consisting of the ADAS, the Organic Research Centre Elm Farm, and the Institute of Biological, Environmental and Rural Sciences at Aberystwyth University.

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Organic Centre Wales, IBERS, Gogerddan Campus
Aberystwyth University, Ceredigion, SY23 3EB
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Funding bodies
logo of the European Agricultural Fund for Rural DevelopmentWelsh Assembly Government logo
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