What needs to be done to expand the organic market? Eustace Kiarii

Why the Study was Important Increased demand for organic products in major towns in Kenya Limited knowledge why consumers consume/buy organic products. Such information important to inform policy making processes, consumer education and for producers to match production with consumer expectations.

Results 1. Consumer Patterns Consumers understanding of organic products Why they purchased/consumed organic Sources of information about organic Main products purchased as organic Points of purchase and frequency Methods of verifying that products are organic 2. Factors influencing Consumers Willingness to buy organic products

Summary of consumers understanding of what organic foods are Understanding of organic foods Consumers proportion Health and Nutritious foods 35% Foods without chemicals & Pesticides 27% Traditional or indigenous foods 13% Foods grown with manure Herbal foods 10% Do not Know/No idea 2%

Summary of the sources of information about organic products Source of information Consumers proportion Television programmes / advertisements 14% Radio programmes/advertisements 19% Newspapers 8% Magazines 7% Books Taught in school/college 11% At promotional/educational event 15% Word of mouth 12% Other 3% Do not remember 4%

Main organic food Purchased Organic product Consumer proportion Vegetables 90% Fruits 50% Millet 2% Cassava Flour Potatoes 4% Coffee Packed Salad Mushroom Beans Yams Honey 6% Chicken Milk Eggs Meat 8%

Point of purchase of organic food items by consumers Proportion of consumers Supermarket 36% Green grocers 11% Hotels & Restaurants 6 % Organic markets 38% Farm gate 4% Kiosks 2% Others Average purchase frequency 2.6 times per week

Summary methods of organic products verification by consumers Verification method Consumers’ percentage Only purchase from specific shops 48% Check labels 44% Buy from specific farmers 25% Practice own organic farming 13% Only purchase specific brands 10% Not sure 17%

How to expand Organic Markets Increased consumer awareness: Health, nutrition, safety and environmentally friendly - key reasons of buying organic – These should be the messages to promote OA. Increase Supply volumes and diversity of products Farmers markets, specialized green groceries and supermarkets were found to be the popular purchasing points – Farmers should target these markets Certification and labelling of organic products – verification methods by consumers

Thanks Eat Organic Live Healthy