?url_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=Improving+market+intelligence+for+organic+horticulture+in+Wales&rft.creator=Haward%2C+Rob&rft.creator=Green%2C+Michael&rft.subject=+Education%2C+extension+and+communication&rft.subject=+Markets+and+trade&rft.subject=+Surveys+and+statistics&rft.subject=+Vegetables&rft.subject=Fruit+and+berries&rft.description=The+organic+market+in+the+UK+reached+a+value+of+%C3%82%C2%A31.015+billion+during+the+2002%2F2003+financial+year.+The+market+for+organic+food+and+drink+in+Wales+and+the+surrounding+counties+is+estimated+to+account+for+6.3+per+cent+of+this%2C+a+total+of+%C3%82%C2%A364+million.+Assuming+the+proportion+of+sales+of+organic+fruit+and+vegetables+in+Wales+is+the+same+as+the+UK+as+a+whole+then+the+market+for+organic+fruit+and+vegetables+in+Wales+can+be+valued+at+%C3%82%C2%A320.5+million+for+the+financial+year+2002%2F03.%0D%0AThe+area+of+fully+organic+horticultural+land+in+Wales+in+April+2003+was+513+hectares+with+102+producers+involved+in+organic+fruit+and+vegetable+production.+Of+these+producers%2C+over+60+per+cent+were+mixed+farms+encompassing+livestock+and%2For+cereals+alongside+horticulture.+The+estimated+farm-gate+value+of+Welsh+produced+organic+fruit+and+vegetables+was+%C3%82%C2%A31.8+million%2C+approaching+5+per+cent+of+the+total+UK+farm-gate+value+of+%C3%82%C2%A343.96+million.+Organic+horticultural+production+accounts+for+a+significant+proportion+-+10+per+cent+-+of+the+total+horticultural+land+in+Wales.+In+comparison%2C+organic+horticulture+in+the+UK+as+a+whole+accounts+for+just+4+per+cent+of+the+total+horticultural+land.%0D%0AInterviews+with+Welsh+growers+identified+a+number+of+key+challenges+facing+them+including+market+access%2C+lack+of+producer+co-operation%2C+increased+competition+(particularly+from+within+the+UK)+and+availability+of+labour.%0D%0AAt+the+beginning+of+2003%2C+103+licensed+organic+processing+operations+were+operating+in+Wales+with+approximately+one-third+handling+fruit+and+vegetables.+The+main+constraints+to+increasing+the+utilisation+of+domestic+produce+were+identified+as+continuity%2C+quality%2C+accessibility+and+reliability+of+supply.%0D%0AKey+recommendations+to+help+overcome+many+of+the+challenges+identified+are+included+in+Chapter+6+-+Conclusions+and+Recommendations.%0D%0AFruit+and+vegetables+are+a+key+entry+point+for+consumers+beginning+to+buy+organic+food.+Welsh+consumers+are+less+%C3%A2%C2%80%C2%98put-off%C3%A2%C2%80%C2%99+by+the+price+of+organic+food+than+consumers+across+the+UK+as+a+whole.+Supporting+the+local+farmers+is+particularly+important+to+the+Welsh+consumer%2C+with+35+per+cent+of+the+Welsh+organic+buying+public+stating+that+it+was+important+to+support+local+farmers%2C+compared+to+16+per+cent+in+the+UK+overall.&rft.date=2004-02&rft.type=Report&rft.type=NonPeerReviewed&rft.format=application%2Fpdf&rft.identifier=http%3A%2F%2Forgprints.org%2F11081%2F1%2FMIhort2004.pdf&rft.identifier=Haward%2C+Rob+and+Green%2C+Michael+(2004)+Improving+market+intelligence+for+organic+horticulture+in+Wales.&rft.relation=http%3A%2F%2Forgprints.org%2F11081%2F