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What about the food 'quality turn' in South Africa? Focus on the organic movement development

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  • Vermeulen, Hester
  • Bienabe, Estelle

Abstract

This paper depicts how the general turn from mass consumption toward increased qualitative differentiation of products - the 'quality turn' - manifest in the South African agro-food system. The strong influence of these quality trends on agro-food systems evolution has been widely discussed in Europe and North America. We show that identifying quality related dynamics is bringing an interesting perspective into understanding some of the evolution of the local agro-food system. The discussion is mainly based on the perspective of the organic sector. Most domestic retailers' food quality positioning is in line with consumer trends, being general and price orientated. However, the retail sector has been entering and driving quality related niche markets, especially organics, fostering new organizational arrangements through certification schemes development. Price premiums and consumer behavior analysis associated with organic production reveal significant consumers' willingness to pay for immaterial product attributes (e.g. health) and reflect the current supply and demand imbalance in the organic sector. The leading role of the retail sector in conveying quality movements is instrumental in understanding the discussed evolution. Pointing out the growing interest in farmer's markets provides elements to foresee new development in the agro-food system and departure from the retail driven quality movement.

Suggested Citation

  • Vermeulen, Hester & Bienabe, Estelle, 2007. "What about the food 'quality turn' in South Africa? Focus on the organic movement development," 105th Seminar, March 8-10, 2007, Bologna, Italy 7865, European Association of Agricultural Economists.
    • Handle: RePEc:ags:eaa105:7865
    DOI: 10.22004/ag.econ.7865
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    References listed on IDEAS

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    1. Reardon, Thomas & Codron, Jean-Marie & Busch, Lawrence & Bingen, R. James & Harris, Craig, 1999. "Global Change In Agrifood Grades And Standards: Agribusiness Strategic Responses In Developing Countries," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 2(3-4), pages 1-15.
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    4. Raynolds, Laura T., 2004. "The Globalization of Organic Agro-Food Networks," World Development, Elsevier, vol. 32(5), pages 725-743, May.
    5. Jonathan Murdoch & Terry Marsden & Jo Banks, 2000. "Quality, Nature, and Embeddedness: Some Theoretical Considerations in the Context of the Food Sector," Economic Geography, Taylor & Francis Journals, vol. 76(2), pages 107-125, April.
    6. Thomas Reardon & Julio A. Berdegué, 2002. "The Rapid Rise of Supermarkets in Latin America: Challenges and Opportunities for Development," Development Policy Review, Overseas Development Institute, vol. 20(4), pages 371-388, September.
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    Cited by:

    1. T. van der Heijden & N. Vink, 2013. "Good for whom? Supermarkets and small farmers in south africa - a critical review of current approaches to increasing access to modern markets," Agrekon, Taylor & Francis Journals, vol. 52(1), pages 68-86, March.
    2. Dobbelstein Thomas & Mason Roger B. & Kamwendo Andrew, 2020. "Consumer Perceptions of Critical Success Factors for Small Local Consumer Brands," Studia Universitatis Babeș-Bolyai Oeconomica, Sciendo, vol. 65(2), pages 65-89, August.

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