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

2. 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.

3. 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

4. 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%

5. 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%

6. 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%

7. 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

8. 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%

9. 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

10. Thanks Eat Organic Live Healthy