Is it easy for producers to market organic beef meat ? The case of BioBourgogne viande (France),

Summary

This contribution aims to present the results of a French case-study analysis - BioBourgogne
Viande - carried up by members of three research teams in the framework of the European
Program OMIaRD (Organic Marketing Initiatives and Rural Development)1. This overall project
examine all aspects of organic products marketing in Europe in order to develop strategies that
both satisfy environmentally and ethically conscious consumers, support the development of new
jobs and improve incomes in rural communities. The project focuses on the impact of what we
name Organic Marketing Initiative (O.M.I) on rural development, especially in Less Favoured
Areas (L.F.A). An OMI is an organisation of actors (privately or co-operatively owned) involving
participation of organic producers which aims to improve the strategic marketing position of the
products by adding value to the raw product through processing or marketing. In order to
improve knowledge of success factors (in social and economic terms) of O.M.I, 67 narrative
case-study analysis were firstly carried up in 40 European regions, with a special attention in selection process (examination of highly diverse OMIs, in different geographical, cultural, agroecological
and political contexts). Then, researchers implemented a comparative in-depth case
study analysis involving 4 selected O.M.I located in Austria, France, Italy and the United
Kingdom and based on interviews of internal, external and interface stakeholders.
In a first part, after a brief description of the region where the O.M.I is located, we present the
main features of the development of BioBourgogne Viande, from its origins to the present day. In
a second part, the motivations, cohesion and competencies are analysed in the structure of a
SWOT (opportunities, threats, strengths and weaknesses), identifying organisational learning
processes through the past ten years.