Comparison of marketing strategies of retailers of organic beef

Summary

In Belgium there are a handful of retailers that are offering a gamma of organic products in their supermarkets. Three of these retailers are more important in supplying the product. Analysing the commercialisation of organic beef for these three retailers, we remarked important differences. This paper describes the different strategies of the retailers and explains why they are different. For one of the retailers organic products are seen as a strategic market. This retailer is supplying differentiated high quality products and organic food is one of them. Therefore investments are done to promote these products. For an other retailer organic products have no special significance, they offer it in order not to loose consumers who really want to buy it, but no special efforts are done to promote it.