Label-based marketing strategies for food products derived from OHM and OVs (D6.4)

Summary

The introduction of Organic Varieties (OV) and Organic Heterogeneous Material (OHM) as new cultivar types particularly suited for organic farming represents a significant scientific, agronomic, and regulatory advancement within the European organic sector. However, innovation at the breeding level does not automatically translate into economic viability. Our analysis confirms that label -based marketing is an effective instrument, as it supports price differentiation, facilitates premium market positioning, and increases market uptake, particularly when supported by coherent narrative frameworks and multi-channel communication strategies.