?url_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=Organic+viticulture+and+wine-making%3A+development+of+environment+and+consumer+friendly+technologies+for+organic+wine+quality+improvement+and+scientifically+based+legislative+framework.+Deliverable%3A+D+2.7+Public+report+about+first+round+qualitative%0D%0Aconsumer+research+and+market+needs&rft.creator=Stolz%2C+Hanna&rft.creator=Schmid%2C+Otto&rft.subject=+Markets+and+trade&rft.subject=Consumer+issues&rft.description=This+survey+of+consumers%C3%A2%C2%80%C2%99+perceptions+and+expectations+regarding+organic+wine+and+viticulture+in+the+selected+case+study+countries+of+Italy+(IT)%2C+France+(FR)%2C+Germany+(DE)+and+Switzerland+(CH)+was+conducted+within+the+framework+of+the+EU+research+project+ORWINE+(Organic+viticulture+and+wine-making%3A+development+of+environment+and+consumer+friendly+technologies+for+organic+wine+quality+improvement+and+scientifically+based+legislative+framework).%0D%0AThe+objectives+of+the+study+were+to+investigate+consumers%C3%A2%C2%80%C2%99+knowledge+and+expectations+regarding+organic+wine+and+viticulture%2C+their+preferences+regarding+different+labelling+concepts%2C+and+their+perceptions+regarding+sulphites+and%2For+the+use+of+other+additives.+Consumers%C3%A2%C2%80%C2%99+perceptions+of+organic+table+grapes+and+of+more+general+aspects+of+organic+viticulture%2C+e.g.+environmental+impacts%2C+were+also+investigated.+Two+target+groups+were+identified+for+the+study%2C+namely+organic+consumers+and+quality+wine+consumers.+The+method+chosen+to+achieve+the+study%C3%A2%C2%80%C2%99s+objectives+was+the+qualitative+market+research+method+of+focus+group+discussion.%0D%0AThe+main+findings+of+the+consumer+study+are+that+consumers+purchase+wine+according+to+geographical+origin%2C+grape+variety+and+price.+The+price+is+often+a+benchmark+for+consumers+regarding+the+quality+of+the+wine+on+offer%2C+even+though+some+consumers+doubt+whether+cheap+wines+are+automatically+poor+quality+wines+or%2C+conversely%2C+whether+expensive+wines+are+always+high+quality+wines.%0D%0ARegarding+the+image+of+organic+wine%2C+it+may+be+described+as+highly+positive+in+terms+of+production+and+processing%2C+with+the+main+emphasis+on+the+issue+of+pesticide+treatments%2C+which+are+prohibited+in+organic+grape+production.+Organic+wine%2C+in+contrast+to+conventional+wine%2C+is+expected+to+come+from+small-scale+production+facilities.+In+addition%2C+organic+wines+are+considered+to+be+purer+wines+with+no+additives+or+harmful+residues+compared+with+conventional+wines.+Thus%2C+they+are+also+considered+as+healthier+and+more+salubrious+by+those+consumers+with+experience+of+organic+wine.+Nevertheless%2C+organic+wine+has+a+rather+poor+image+regarding+taste.+One+group+of+consumers+is+disappointed+because+they+see+no+additional+benefits+regarding+taste+and+think+that+organic+wines+taste+worse+than+conventional+wines+in+some+cases%2C+mainly+due+to+too+much+acidity.+Only+very+few+consumers+stated+that+they+appreciate+the+more+individual+taste+of+organic+wine.+The+consumer+study+indicates+clearly+that+communication+strategies+have+to+take+account+of+this+negative+image+regarding+taste+in+particular.+However%2C+one+problem+is+that+wine+shops%2C+which+are+visited+to+purchase+high+quality+wines%2C+do+not+usually+offer+organic+wines.+Thus%2C+consumers+tend+to+believe+that+no+organic+premium+wines+exist.%0D%0AConsumer+acceptance+of+a+limited+range+of+additives+and+processing+aids+commonly+used+in+conventional+wine+processing+was+also+investigated.+Here%2C+the+emphasis+was+on+acceptance+of+sulphites%2C+wood+chips%2C+selected+bacteria%2C+yeasts+and+enzymes%2C+as+well+as+gelatines.+Levels+of+acceptance+of+specific+additives+and+processing+aids+in+organic+wine+processing+differ+between+consumers.+Four+strategies+were+identified+in+this+regard%3A+%0D%0A1)+ban+substances+that+are+a+danger+to+health%2C+regardless+of+whether+they+are+necessary+for+making+a+good+wine%3B+2)+prohibit+additives+or+processing+aids+which+affect+wine+flavour+and%2For+its+naturalness+or+tradition%2C+or+3)+allow+the+same+substances+to+be+used+as+in+conventional+production%2C+but+introduce+lower+thresholds+for+organic+wine+than+for+conventional+wine%2C+and+introduce+a+declaration+of+their+use+in+organic+wine+processing.+None+of+these+three+strategies+seems+to+be+the+appropriate+one.+However%2C+a+combination+of+the+strategies+would+match+most+consumers%C3%A2%C2%80%C2%99+interests.+Clear+contrasts+to+organic+wine+should+be+established+here%2C+especially+in+relation+to+critical+and+harmful+substances.+This+would+imply+a+threshold+for+sulphites+as+long+as+no+alternatives+are+found.+Wood+chips+should+be+forbidden+or+their+use+openly+declared.+Enzymes%2C+yeasts+and+bacteria+should+not+be+genetically+modified+but+derived+by+natural+means.%0D%0ALabelling+requirements+were+also+investigated.+Four+different+strategies+were+identified%3A%0D%0A1)+a+complete+list+of+ingredients%2C+additives+and+processing+aids+and+methods+to+appear+on+the+label+with+an+indication+of+the+quantities+of+additives+and+processing+aids%3B+2)+a+reduced+list+of+ingredients+with+the+declaration+of+specific+additives+and+processing+techniques%3B+3)+a+declaration+of+those+substances+which+were+not+used%2C+and+4)+no+declaration+other+than+the+organic+label+which+stands+for+unambiguous+cellar+regulations.+The+first+suggestion+would+be+the+most+transparent+solution.+However%2C+it+would+entail+unfair+competition+between+conventional+and+organic+wine+if+conventional+wines+were+not+subject+to+the+duty+of+declaration.+Besides+this%2C+a+complete+list+would+be+too+much+for+consumers+and+wine+bottle+tabs+alike.+The+second+strategy+is+aimed+at+informing+consumers+about+organic+wine+processing+methods%2C+but+the+problem+of+unfair+competition+still+exists+if+only+organic+wine+has+the+duty+of+declaration.+A+declaration+of+those+substances+not+used+is+probably+a+good+way+to+inform+consumers+and+to+communicate+the+benefits+of+organic+farming+at+the+same+time.+Thus%2C+this+labelling+concept+is+beneficial+in+terms+of+improving+the+marketing+potential+of+organic+wine.+The+last+solution+does+not+imply+an+unfair+competitive+situation+for+organic+wine%3B+however%2C+consumers+would+need+to+take+action+themselves+to+find+out+the+differences+between+organic+and+conventional+wine.+They+would+have+to+research+which+regulations+are+behind+the+organic+label.+This+would+certainly+entail+too+much+effort+for+some+consumers+if+the+benefits+of+organic+wine+are+not+clearly+communicated.%0D%0AThe+consumer+survey+has+identified+the+most+relevant+areas%2C+which+have+to+be+considered%2C+when+regulating+wine+in+the+European+Union.+These+are+on+one+hand+the+use+of+additives+and+processing+aids+and+on+the+other+hand+the+labelling.%0D%0AIf+in+the+EU+regulation+for+organic+food+and+farming%2C+or+in+European+community+rules%2C+organic+wine+is+taken+up%2C+consumers+are+expecting+rules+which+fit+to+their+expectations+towards+organic+wine+as+being+a+%C3%A2%C2%80%C2%9Cnatural%C3%A2%C2%80%C2%9D+product%2C+which+is+as+little+as+possible+alternated.+Therefore%2C+the+list+of+additives+and+processing+has+to+be+short.+Additives+are+in+general+not+a+problem+if+no+risk+can+be+associated+with+them%2C+e.g.+the+use+of+egg+based+additives+or+gelatine+might+be+further+restricted+to+plant-based+sources+and+not+animal+derived+substances.+Consumers+must+be+ensured+that+with+the+regulation+the+use+of+yeast+and+bacteria+do+not+have+a+risk+of+GMO-contamination.%0D%0ARegarding+the+use+of+sulphites%2C+the+results+can+be+interpreted+in+2+ways%3A+either+set+a+maximum+level%2C+which+ensures+no+health+risks+but+guarantees+a+good+wine.+There+was+no+clear+indication+from+the+consumer+study%2C+that+sulphites+should+be+completely+banned+for+organic+wine+production+(with+few+exceptions)%2C+although+for+most+consumers+sulphites+were+seen+as+critical.+However%2C+a+lower+maximum+sulphite+level+might+be+a+solution%2C%0D%0Awhich+committed+organic+consumers+would+understand%2C+although+the+exact+level+will+not+be+so+important.+The+second+solution+would+be+to+forbid+sulphites.%0D%0ARegarding+labelling%2C+consumers+want+to+know+where+the+wine+is+coming.+The+new+proposed+draft+for+a+new+EU+regulation+for+organic+food+and+farming+will+be+more+demanding+regarding+labelling+the+origin%2C+in+particular+if+the+products+come+from+the+EU+or+non+EU+areas.+Although+the+requirement+of+labelling+the+origin+is+in+the+interest+of+the+wine+producer%2C+it+is+clear+that+in+particular+for+organic+wine+transparency+regarding+the+origin+is+even+more+important+than+for+non-organic+wine.+Regarding+the+use+of+wood+chips+two+ways+could+be+considered%3A+the+exclusion+or+the+labelling+of+their+use.%0D%0AOther+issues+like+restrictions+of+specific+processing+methods+could+not+be+clearly+extracted+from+this+consumer+research.+Therefore+this+seems+for+the+time-being+not+a+priority+area+for+the+EU+commission%2C+when+regulating+organic+wine.%0D%0ARegarding+the+private+organic+wine+sector%2C+producers+should+reinforce+their+presence+at+wine+awards+to+prove+the+premium+quality+of+their+products+and+organize+wine+tasting+events+in+order+to+improve+contact+to+consumers+and+direct+sales.+Besides%2C+the+presence+of+organic+wines+in+specialized+wine+shops+should+be+reinforced.+Wine+makers+should+further+work+on+the+sensorial+quality+of+organic+wines.%0D%0ARetailers+should+provide+more+information+at+the+point+of+sale+(leaflet%2C+homepage%2C+label)+with+information+about+the+producer+as+well+as+about+production+and+processing+methods+applied+and+the+%C3%A2%C2%80%C2%9Cterroir%C3%A2%C2%80%C2%9D+of+origin.+Furthermore%2C+wine+tasting+events+at+the+point+of+sale+would+give+consumers+the+opportunity+to+try+organic+wines.+Besides%2C+the+organic+label+should+not+be+at+the+front+of+the+wine+bottle+as+long+organic+wine+has+a+negative+quality+image.%0D%0AThe+consumer+survey+has+also+shown+two+areas%2C+where+also+research+could+contribute+with+further+research%3A+Research+which+contributes+to+reduce+the+use+of+additives+and+processing+aids+corresponds+to+the+expectation+of+many+consumers.+This+does+include+lowering+the+level+of+the+use+of+additives+and+especially+sulphites%2C+as+researched+in+the+ORWINE+project.+Although+the+health+aspect+was+of+second+priority+many+consumers+in+the+survey+linked+organic+production+with+health+attributes.+Further+research+on+health+promoting+substances+such+as+secondary+metabolites%2C+e.g.+resveratrol%2C+would+for+them+be+of+interest.%0D%0AAdvisory+services+should+support+wine+producers+and+processors+to+improve+the+taste+of+their+wines%2C+by+providing+better+knowledge+about+the+different+inter-acting+factors+regarding+the+production+of+high+quality+wines.%0D%0ATo+conclude%2C+the+survey+has+shown+interesting+fields+of+action+for+policy+makers%2C+producers+and+their+organizations%2C+retailers+as+well+as+research.&rft.date=2007&rft.type=Report&rft.type=NonPeerReviewed&rft.format=application%2Fpdf&rft.identifier=http%3A%2F%2Forgprints.org%2F10608%2F1%2Fstolz-schmid-2007-ORWINE_d2.7_consumers_research.pdf&rft.identifier=Stolz%2C+Hanna+and+Schmid%2C+Otto+(2007)+Organic+viticulture+and+wine-making%3A+development+of+environment+and+consumer+friendly+technologies+for+organic+wine+quality+improvement+and+scientifically+based+legislative+framework.+Deliverable%3A+D+2.7+Public+report+about+first+round+qualitative+consumer+research+and+market+needs.&rft.relation=http%3A%2F%2Forgprints.org%2F10608%2F