 |
Introduction
The marketing
of organic products is viewed as a significant link between production
and consumers. Today, organic products are becoming increasingly
interchangeable, disconnecting the linkage between producer and
consumer and diluting their identity. Stakeholders can obviously
organize organic production, but in light of continuous growth and the
entrance of organic in mainstream markets, it is important to develop
new and specific marketing strategies that protect organic product
identity, traditional knowledge, and biodiversity, and thus organic
farmers and rural communities.
This conference will focus on a
discussion of specific marketing strategies that aim to give value to
products by taking into consideration their uniqueness. It will deal
with the question of how to create and identify regional and other
specific values, and ultimately how to translate these values into
successful marketing strategies for organic products. Communicating
these values to the consumer is part of that strategy. The conference
will consider various concepts and marketing strategies, including
regulatory approaches, to protect regional values and traditional
knowledge.
The conference goal is to initiate and foster the
discussion and knowledge about marketing of organic and regional
values, respective tools and frameworks.
The Main objectives of the conference are to:
- Create
awareness among organic stakeholders involved in organic marketing for
additional values and ways of marketing these values
- Initiate thinking about new approaches, especially among farmers and their representatives
- Discuss and review successful examples
- Identify challenges and opportunities for the sector
- Information exchange and networking
Target groups:
Organic producers and processors
Traders and sellers
Farmers organizations
Rural communities
Governmental or intergovernmental organizations involved in setting up marketing or promotion programs
Representatives of development agencies
Other like minded or interested organizations engaged in marketing of social and ecological values
Service providers (consultants, researchers, advertising agencies etc.)
Conference Program
The main issues covered by the conference program are:
- Regulatory
framework to protect regional values (e.g. geographical indications and
designations of origin (GI), opportunities and challenges within and
out of the regulatory scope (third countries) of the respective
European regulations as well as other national or international
regulations and its potential for organic products.
- Marketing strategies for protecting traditional knowledge and biodiversity.
- Ways to increase added value for farmers/rural communities, organizational and structural requirements.
- How to best reach consumers and meet their expectations.
- Ways of marketing organic and regional values and various practical examples.
- Protection of organic and regional values in local, national and international trade.
Conference Schedule
The
conference will begin Sunday August 26th 2007 with a conference
reception and entertainment, and continues throughout August 27th and
28th 2007.
During the evening of August 27th 2007 there will be
a conference dinner, which will take participants on a culinary
journey with the theme of ‘pepper meets salt’.
The conference
is organized by Organic Services and Ecoland in co-operation with
IFOAM. The main sponsor is Bäuerliche Erzeugergemeinschaft Schwäbisch
Hall, Germany
Tours
Tour 1
As
pre-conference event, participants are welcome to visit the “Hohenloher
Freilandmuseum” with more than 50 historic buildings from all over
northern Württemberg on Sunday August 26th.
Visit of the organic farm festival at “Sonnenhof” in Wolpertshausen, which attracts several thousand visitors every year.
The farm festival starts with an open air celebration in the garden of the farm.
A
guided tour will introduce you to the Sonnenhof farm, which has been
owned since end of the14th century by the family Bühler. Converted to
organic in 1994.,Mr. Bühler initiated the revival of the Schwäbisch
Hällisches Landschwein, a race of swine that was a nearly extinct only
20 years ago, but is very successfully marketed today as a regional
specialty. At the farmers market you will have the opportunity to
explore a variety of regional farmers’ produce. Try Elder Champaign,
vinegar made with wood garlic, traditional raw milk cheese and others.
Also, traditional handicrafts like baskets and broom making will be
presented.
Enjoy food sitting in the quaint atmosphere of the farm garden. A music program with classic, rock and jazz will entertain you.
The
organic farm festival offers traditional food from the region. Steer
roasted on a spit will be served together with sauerkraut and/or potato
salad. You will also get ‘Schlachtplatte,” blood and liver sausage and
assorted meats served on sauerkraut. In addition, soup and various
salads will be offered, and a vegetarian menu is available as well.
Finally, you will enjoy homemade cakes from the Hohenlohe region.
Tour participants will receive food coupons to make their own selection.
The
Hohenloher Freilandmuseum in Wackershofen is a live testimonial of
rural life in the area. More than 50 historic buildings were moved into
the open air museum from all over Northern Württemberg. They exhibit
everyday life, residential life and the work of our ancestors living in
the countryside.
However, instead of a rigid and stiff museum
display, the top motto is a visual symphony: The 40 ha area is
husbanded following ancient cultivation methods, farmer's gardens are
arranged, and cattle are being kept.
Tour 2
After the conference, a one day organic farm tour in the region is offered as well.
Get to know the 'Sonnenhof', an organic farm breeding the regional race
of swine 'Schwäbisch-Hällische' that had been nearly extinct. The
family Bühler has owned the farm for 14 generations, and it was
converted to organic in 1994. Mr. Bühler initiated the revival of the
race, today bolstering its own breeding program. Sows range free on a
two-hectare pasture.
The biogas plant 'Novatech' in Wolpertshausen is a collective village
facility used by farmers. Renewable biomass composed of agricultural
by-products such as liquid manure and waste of food and fat is
fermented into biogas. Up to 5000 kWh power per day are harvested,
supplying 400 households with both heat and electricity, utilizing
three combined 250 kW heat and power units each.
Gain insight into the cheese dairy 'Dorfkäserei Geifertshofen'
committed to traditional and handicraft cheese production. Only fresh
and silage free organic milk is used; the cheese is produced according
to traditional Swiss recipes and matures in a historic sandstone vault.
After the visit we will have lunch in the affiliated traditional guest
house "Ochsen". |
|
