12.07.2015 Views

Economics and Vegetables - Beyond the Farm Gate

Economics and Vegetables - Beyond the Farm Gate

Economics and Vegetables - Beyond the Farm Gate

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Consumers right to know• The fundamental economic underpinning of an efficient market is <strong>the</strong>assumption of informed consumers.• The vegetable industry is fighting hard to have proper labelling ofvegetable products so that consumers know <strong>the</strong> source of <strong>the</strong> vegetable<strong>the</strong>y are buying.<strong>Economics</strong> of marketing• There is a mismatch between supply <strong>and</strong> dem<strong>and</strong> in <strong>the</strong> vegetable markets.• Greater underst<strong>and</strong>ing of markets is required if growers are to receive betterrates of return.• Vegetable growers will gain most by a whole of supply chain approach thatpromotes <strong>the</strong> vegetable industry.• At present only 10% of <strong>the</strong> population intake <strong>the</strong> recommended 5 vegetablesper day, with <strong>the</strong> national average closer to 2 vegetables per day.• Growing obesity <strong>and</strong> declining health provide a great market opportunity for<strong>the</strong> promotion of fresh vegetables.• <strong>Vegetables</strong> are not sexy <strong>and</strong> <strong>the</strong> industry needs to promote cultural change <strong>and</strong>to consider how to do this in conjunction with health authorities which have avested interest in promoting vegetables.• Underst<strong>and</strong>ing <strong>the</strong> consumer <strong>and</strong> targeting markets will assist returns –demographics, organic, local.

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