유기농산물 유통사례 : 초록마을

Eco-friendly agricultural products(EFAPs) are on an increasing trend of supply, but not much enhancing the rate of consumption due to higher price premiums and safety concerns among core consumers. Recently, the overall domestic market is rapidly changing from supplier's into a consumer-oriented one with increasing preferences for well-known branded produce, large retailers, and e-commerce. To cope with marketing shifts and develop eco-friendly farming, marketing strategies should be properly prepared on the basis of consumption trends, purchase patterns, and the specific needs which is interlinked sectors of productions, distributions, and general process of consumption. The key factors for stimulating the demand for EFAPs are outlined as follows : classification of buyers(segmentation of markets), provision of more information and safety assurance, labeling of brands and reference prices, shopping convenience for consumers and more appropriate pricing. In order to motivate consumers to buy more EFAPs, the products' safety should be verified and they should be made to sell at specialty store such as Chorokmaul, It is necessary that government, producers, consumers, and distributors play their respective roles in developing feasible programs for marketing EFAPs. Consequently, the specialty store will greatly contribute to the development of domestic environmentally-friendly farming and to raising their standings and prospects as well.