Austrian organic market communication · Organic farming in Austria Organic holdings account for 19 % of agricultural holdings in Austria Number of organic holdings . 910 1 010 290

Austrian organic market communication

Barbara Köcher-Schulz

12th International Seminar on Organic Farming

Paris, Agence BIO 28th February 2017

Organic share of agricultural land

Source: FiBL 2017

10,0

11,3

11,7

12,5

12,8

13,1

13,8

16,5

16,9

21,3

30,2

0 5 10 15 20 25 30 35

Finland

Czech Republic

Italy

Falkland Islands

Latvia

Switzerland

Sao Tomé and Principe

Estonia

Sweden

Austria

Liechtenstein

Percentage

1 539

18 542 19 028

21 728

20 779

0

5 000

10 000

15 000

20 000

25 000

1990 1995 2000 2010 2015

2016: 21.820 holdings

Organic farming in Austria

Organic holdings account for 19 % of

agricultural holdings in Austria

Number of organic holdings

910 1 010

290

290

70

80

2014 2015

0

200

400

600

800

1000

1200

1400

Gastronomy

Direct sales

Food retail market

1.380 1.270

Source: ACN Nielsen LH incl. Hofer/Lidl, GfK, GASTRO-DATA © AMA-Marketing 2016 in cooperation with Bio Austria, BMLFUW and AWI

Organic sales in Austria Mio. EUR

Organic labelling

EU Organic Logo

• Joint organic logo

• Provides the sector with a visual identity

• Mandatory since 1 July 2010

AMA-Biosiegel / AMA Organic Seal

• Voluntarily added to the EU organic logo

• Indicates organic foods of particularly high quality

• Food safety and quality

Communication strategy - objectives

1. Promotion of sales of organic food products

2. Increasing awareness of organic logos which are available indiscriminately to all producers and processors in the domestic market:

– EU organic logo

– AMA organic seal

3. Communicating knowledge about the special characteristics of organic farming/organic food products

Target groups

Heavy Users • 7 % of house-holds

• 2/3 of organic sales

Strategy: Reinforce their choice of organic foods

Light Users • 74 % of house-holds

• 1/3 of organic sales

Strategy: Raise the positive image of organic food; EU organic logo as a neutral, safe and trustworthy organic label

Non-Users • 19 % of house-holds

• no organic sales

Strategy: Create a positive image of organic food

Advertisements, Posters

Advertorials

Organic Promotion Days

Urban Gardening Competition

www.bioinfo.at

Organic Knowledge Market

Brochures and Folders

Information material: schools and kindergarten

elementary schools

Pupils between 10 and 14 years

kindergarten

Tastings of organic products

AMA organic at

trade fairs

Biofach Nuremberg

AMA organic at food trade fairs

Mag. Barbara Köcher-Schulz

Bio-Marketing Agrarmarkt Austria Marketing GesmbH.

1200 Wien, Dresdnerstraße 68a

T: +43 / 1 / 33 151 - 0

barbara.koecher-schulz@ama.gv.at

Thank you!