The Handbook of Organic and Fair Trade Food Marketing

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Simon Wright, Diane McCrea
Wiley, Jun 16, 2008 - Technology & Engineering - 312 pages
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The Handbook of Organic and Fair Trade Food Marketing provides a practical guide to successful marketing in these two dynamic sectors, underpinned by case-histories and lessons from companies that have been successful in these areas, including Green & Black's, Yeo Valley and Duchy Originals. It includes a review of the international markets for organic and fair trade food and drink; an analysis of organic and fair trade consumers; a review of successful retailing practice and a section on organic and fair trade divergence and convergence. Chapters are also included on perspectives from the USA, Germany and Italy. The book is written by industry experts, augmented by academic contributions where appropriate, offering for the first time the practical marketing advice required by companies in this sector.

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About the author (2008)

Simon Wright is the founder of O & F Consulting (London), a Council Member of the Soil Association and an advisor to a number of organic and Fairtrade retailers and food manufacturers.


Diane McCrea is an independent consultant on food and consumer affairs based in Cardiff, working in Europe and Internationally. She is a member of various government committees, including the Advisory Committees on Pesticides, and Animal Feeding, promoting the consumer perspective in regulatory affairs.

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