From “niche” to “mainstream” ‐ strategies for marketing organic food in Germany and the UK

Considers the present situation and future challenges of marketing organic food, drawing on experiences in Germany and the UK. Argues that the existing marketing structure in the UK, dominated by the supermarkets, is not effectively meeting demand because of structural incompatibilities between organic farming and supermarketing. In Germany, increasing supply is not reaching the consumer because the prevailing niche marketing structure is unable to deal with large quantities, a situation to which production‐oriented rather than market‐oriented organic aid schemes have contributed. In both countries, the main challenge lies in broadening the appeal of organic food and establishing a broad consumer base without compromising its identity. In the UK, there is potential for the expansion of small‐scale, decentralized marketing outlets, while in Germany greater involvement by supermarkets appears to be appropriate.