Höhere Standards in europäischen Biobetrieben und ihre Kommunikation an die KonsumentInnen

Kurzfassung

In times of rapid growth of the organic sector, efforts are made to define and strengthen organic values. A prominent example are the IFOAM-principles, which form the basis for ethical commitment in context with organic farming, without being fully integrated into organic regulations. This article addresses the question which ethical and other activities are practised in organic farms and companies that go beyond the regulations and if and how these activities are communicated to consumers. The survey encompasses 100 farms and companies in five European countries (Austria, Germany, Great Britain, Italy and Switzerland). After a descriptive analysis of the farms and companies, the background and use of communication arguments is explored.
Finally, a proposal for a classification of the arguments is made. Although several organic producers and processors practise activities in the economic, ecologic, social and cultural field that go beyond the organic regulations, the communication to the consumers could be improved in many cases.