What are the obstacles to buying organic fruits and vegetables? In the first place, according to the responses of 1200 consumers, the excessive price is found (77% of those surveyed), followed by the lack of promotions (28%). Hence the need to raise awareness of the value of organic products and take advantage of the assortment that, thanks also to IV and V Gama products, which are increasingly in demand by 69% of those who buy organic fruits and vegetables, can attract new consumers, as well as increase the loyalty of those who are already organicly inclined.
These are the key messages that emerge from a SGMarketing survey, presented by analyst Roberto Rainò on the occasion of the marketing webinar that represented the third edition of the online seminars “How can organic return to the forefront“, organized by GreenPlanet with the contribution of Consorcio il Biologico. The webinar, moderated by Chiara Brandi, coordinator of GreenPlanet, included the participation of Cristina Cossa, Marketing Director of Rigoni di Asiago, Valentina Di Costanzo, Marketing Director of Bioitalia Società Benefit, and Fabrizo Piva, Director of Desarrollo y Sostenibilidad de Coop. G. Bellini, as well as the GreenPlanet editorialist.
The demand for organic products, according to the analyst Rainò, is growing, with a market value that in Italy reached 6.5 billion euros in 2024 (+5.7% compared to 2023) and records positive data, in particular for organic fruits and vegetables, which in 2024 registered an increase in value of 8.2% compared to the previous year (which represents a participation worth 10% of the purchases of fruits and vegetables in general). However, after negative years, it has also experienced a recovery in volumes (+5.3%). This recovery, observed the SGMarketing analyst, must be guided in the best possible way from a marketing perspective, also considering that 7% of those interviewed admitted not knowing exactly what is organic. Based on the fact that the convenience factor is the main obstacle to the purchase of the interviewees, the analyst Rainò observed that “the lever of promotional communication must act as the background of all marketing decisions, but also this last must be the protagonist, giving clear messages even to a consumer who probably needs to know better what is really behind the word organic and who, therefore, needs security and knowledge information”.
Cristina Cossa, marketing director of Rigoni di Asiago, recognizes that “unfortunately, a small part of consumers still deeply understands the logic of the organic and its value”. Therefore, in the name of convenience, “the consumer approaches a poorer diet and then perhaps resorts to supplements, medicines, etc., to feel good”. “Having said that,” added Cossa, “it is clear that we must communicate more.” Our company seeks an authentic narrative with the consumer; we started in GDO stores and also promoted it in other events. The consumer understands the authenticity of our words, also because today there are a lot of tools for a quick verification of what is said and, therefore, it is linked to the company and the product». “It is not about the classic television communication, for companies, let’s say, more conventional – continued Cossa -; it is undoubtedly a slower communication, which nevertheless has an impact, lasts and connects the consumer with us”.
For her part, Valentina Di Costanzo, of Bioitalia Società Benefit, highlighted how the company decided “to start by redesigning the product to concentrate the greatest efforts on what the consumer finds in their hands. We feel this need precisely because the study we commissioned revealed the confusion that the consumer has about the organic. Sometimes, the statements that have nothing to do with the organic, but which are clearer and, therefore, reach the consumer directly, are more effective.” “Therefore, we decided – continued Di Costanzo – to strip our label of all the superfluous to communicate the fundamental values of the organic. We also try to build a relationship of trust with the consumer through the use of technological tools such as blockchain, which, by scanning the QR code, allows us to trace everything that is behind the history of a product. Over time, this is undoubtedly helping us to recover that trust that has been lost a little among the consumer, because another aspect that has emerged from our market study is precisely the certifications in general”.
For the expert in organic products Fabrizio Piva, marketing in the sector “should have as its objective communicating all the efforts that are made to offer a good product with a balanced price. This also implies improving the value of the supply chain, starting with the agricultural raw materials that constitute the basis of the product and organic agriculture. Given that today, on the one hand, there is the difficulty of the agricultural sector to recover production costs and, on the other, the demand for consumer convenience, marketing must communicate the goodness of the efforts made in organic products. It is true that the consumer is confused, he sees many brands, he sees many different statements that have to do with nature and that probably have nothing to do with it.”
Fabrizio Piva intervened and observed that, in addition to wider communication about organic products, more efficient communication is also needed, “because when a communication campaign is made, it must be carried out by someone who knows how to do it”. For example, GreenPlanet’s editorialist continued: “Does anyone remember the last national campaign on organic products carried out in Italy, in your opinion? And it wasn’t years, but months.”
So, probably – Piva concluded -, we must also think about communication models where companies compete, present their projects and, together with the value of the organic, also present their company. We need to have the courage to break with this unanimity which, in turn, leads to little.
Rigoni di Asiago, pointed out the Cossa manager, also tries to “keep consumers informed through our digital channels. We talk about the organic as one of our values, as a company attached to the territory that has always believed in it and does not do it for fashion. Without a doubt, we should all unite, starting with the companies that have always believed in the organic and carry it in our DNA, to carry out more informative campaigns aimed at the consumer, with the support of media such as GreenPlanet, which help us to spread and support this message”.
Cristina Latessa
translated by BioEco Actual
