The Concept of Organic Farming
Create the Value: Market Segmentation Analysis and a Value Proposition: Daylesford Organic Farm Concept
Week 3 Assignment
Brief Description of the Daylesford Organic Farm Concept:
Daylesford concept is centered on a working organic farming. The farm was originally established by Carole Bamford. Dayleford has a passion for seasonal, ethical produce that has translated into two London-based farm shops and cafes and seasonal organic, produce sold in Waitrose and other independent stores nationwide. Daylesford has won over 60 national and international awards over the last 3 years for their delicious food, sustainable practices and for their farm shop café (2015, January 25). They have been in business for over 30 years. They company’s slogan is “Straight from our Farm to your Fork” (2015, January 25). Daylesford has five sustainable principals which they run their company by and they are farm organically, source responsibly, package lightly, give back and protect natural resources (2015, January 25). Daylesford’s prices are not particularly cheap, because organic food is more expensive to produce. Customers who want to get healthier and better quality of food will understand the higher prices. Daylesford epitomize the values of organically produced food. Freshness, ethical sensibilities and great flavors characterize the Daylesford offerings and customers wouldn’t hesitate to recommend their farm, café or stores to anyone. They offer a clear demonstration of why organic food is better, not just in terms of ethics but taste.
Potential Market Segment:
The organic farming market is a worldwide growing business. Companies who are willing to become certified in organic farming can make sustainable profit. Organic farming has been growing in the numbers during the last couple of years and it is predicted that organic market will grow even higher to 9 percent (Haumann 2011). Since organic food is on the raise there is a shortage of organic products. In an
Week 3 Assignment
Brief Description of the Daylesford Organic Farm Concept:
Daylesford concept is centered on a working organic farming. The farm was originally established by Carole Bamford. Dayleford has a passion for seasonal, ethical produce that has translated into two London-based farm shops and cafes and seasonal organic, produce sold in Waitrose and other independent stores nationwide. Daylesford has won over 60 national and international awards over the last 3 years for their delicious food, sustainable practices and for their farm shop café (2015, January 25). They have been in business for over 30 years. They company’s slogan is “Straight from our Farm to your Fork” (2015, January 25). Daylesford has five sustainable principals which they run their company by and they are farm organically, source responsibly, package lightly, give back and protect natural resources (2015, January 25). Daylesford’s prices are not particularly cheap, because organic food is more expensive to produce. Customers who want to get healthier and better quality of food will understand the higher prices. Daylesford epitomize the values of organically produced food. Freshness, ethical sensibilities and great flavors characterize the Daylesford offerings and customers wouldn’t hesitate to recommend their farm, café or stores to anyone. They offer a clear demonstration of why organic food is better, not just in terms of ethics but taste.
Potential Market Segment:
The organic farming market is a worldwide growing business. Companies who are willing to become certified in organic farming can make sustainable profit. Organic farming has been growing in the numbers during the last couple of years and it is predicted that organic market will grow even higher to 9 percent (Haumann 2011). Since organic food is on the raise there is a shortage of organic products. In an
References: Dayford (2015, January 25,). Retrieved from http://daylesford.com/ Dimitri, C. and Greene, C. (2000, December 21). Recent Growth Patterns in the U.S. Organic Foods Market. Economic Research Service/USDA , Retrieved from http://www.ers.usda.gov/media/255736/aib777c_1_.pdf Dimitri, C and Oberholtzer, L.( 2009, September). Marketing U.S. Organic Foods: Recent Trends from Farms to Consumers. Economic Research Service/USDA. Retrieved from http://www.ers.usda.gov/media/185268/eib58_reportsummary_1_.pdf Haumann, B. (2011). Seventy–eight percent of U.S. families say they purchase organic foods. The Organic Trade Association (OTA). Retrieved from http://www.organicnewsroom.com/2011/11/seventyeight_percent_of_us_fam.html Haumann, B. (2012). Consumer-driven U.S. organic market surpasses $31 billion in 2011. The Organic Trade Association (OTA). Retrieved from http://www.organicnewsroom.com/2012/04/us_consumerdriven_organic_mark.html