| Since the mid-1990s important key markets like the EU, USA and Japan have demonstrated a growth in the organic sector of around 20% per year. This strong growth of organics is underpinned by consumer concern over genetic engineering, food safety, health and nutrition (is it safe and healthy to eat?) and greater awareness of environmental issues (Torjusen, and Sangstad, 2004; Granatstein and Kirby, 2006). For farmers this provides an important opportunity in the ‘search for’ and ‘development of’ niche, new and nontraditional premium earning markets. However on-going improvements in conventional food production systems in terms of visible produce quality, but also with respect to environmental criteria, require a clear demonstration of the additional values... |
