Acceptance of the most common quality attributes of organic food in the Finnish food chain

Summary

The aim of this study was to establish the degree of the acceptance of organic food production and food in the Finnish food chain. The organic food system in Finland is poorly developed and one of the many reasons is that the food chain stakeholders are not committed and do not share common objectives for organic food and its production. A survey was carried among 1527 respondents from agriculture, industry, retail, catering and consumers to establish their opinions on safety and healthiness of organic food, and ecology and ethicality of organic production as well as the support that their own environment provided to their opinions. The results show that all environments are very positive for all four attributes. The best support for positive opinions on organic food and its production was in retail and catering. The community, as a consumer’s environment was the least supportive of positive opinions and did not provide enough information about organic food and its production. To develop the organic food system, there needs to be a common objective among all stakeholders. Safety, healthiness, ecology and ethicality, as commonly accepted attributes, could represent tools for a more sustainable food system. Accepting consumers as co-creators in the food chain would enrich communication and strengthen the positive development of the entire organic food chain.