Darstellung von Produkt- und Prozessqualität von Bio-Milch auf Webseiten von Bio-Molkereien

Summary

Organic food quality is primarily defined via the process aspect, but regulations for organic food processing mostly focus on the stage of farming and lack requirements for further processing steps. Consumers expect organic products to be healthier and more careful towards animals and the environment. An important tool for consumer information are the companies' websites. To investigate how processors write about quality, we analyzed four websites from organic dairies in Germany and Switzerland for textual information on product and process quality, using a qualitative, explorative approach. Product quality information are mostly about sensorial properties and do not stress the health advantages of organic milk. Process quality stresses the production of the raw material and focuses on animal welfare and environmental protection. Social benefits are less present. Specific processing techniques are only described superficially. There is potential to present the special quality of organic milk more comprehensively within the legal boundaries.