State of the art review - On healthy growth initiatives in the mid-scale values-based chain of organic food

Summary

The aim of the paper is to present results from a review of successful mid-scale organic values-based chains, where characteristics of such chains and their strategies for growth are in focus. The work is part of an EU-project, Healthy Growth, where ten European countries participate. Results are based on reviewed research in each participating country and a general review of research on successful chains. Results show that successful mid-scale values-based chains are characterized by an emphasis on diverse values and product qualities, they emphasize personal relationships between chain actors, are based on a diversity of consciously chosen sale channels both direct and indirect and utilize a variety of communication channels/means to communicate values and product qualities to consumers. They also employ a diversity of organizational forms/structures, where different forms of producer organizations are common in the majority of chains.