Marketing high quality thai organic prod

Looking east looking west This book represents a unique collection of European and Asian perspectives on the production, trade and consumption of high quality food This publication is the output of Bean-Quorum a European funded Asia-Link project Bean-Quorum represents a consolidated network of researchers working together with the business sector and NGOs to enhance European Asian understanding about organic and quality food This book describes global trends in organic and quality food trade and connects them with recent developments in Asian and European market structures Selected case studies illustrate the impact of organic and quality food production on topics ranging from sustainable rural development, to the potential of exotic new plant varieties to purchase decisions of European or Asian retail managers Selected European markets are mirrored by the situation in Chinese and Thai markets Finally, environmental issues concerning global trade of quality food are addressed ISBN 978-90-8686-095-1 Looking east looking west The rapidly growing demand for organic and quality food in Europe imposes new challenges on competing food value chains Europe, as the biggest worldwide food importer, attracts many developing and developed countries in Asia Prospering Chinese and Thai food markets offer new opportunities for European operators Wealthy and informed consumers on both continents search for trustworthy high quality food products Farmers, operators and retailers from distant cultures are coping with different standards, facing the ever increasing necessity for mutual understanding Organic and quality food marketing in Asia and Europe edited by: Rainer Haas Maurizio Canavari Bill Slee Chen Tong Bundit Anurugsa E UROPE A ID CO-OPERATION OFFICE Wageningen Academic  P u b l i s h e r s Wageningen Academic  P u b l i s h e r s cover-eastwest.indd 22-06-10 11:49 Looking east, looking west Looking east, looking west Organic and quality food marketing in Asia and Europe edited by: Rainer Haas Maurizio Canavari Bill Slee Chen Tong Bundit Anurugsa Wageningen Academic  P u b l i s h e r s This publication is a result of the BEAN-QUORUM project that was supported by the European Union in 2004-2008 E UROPE A ID CO-OPERATION OFFICE ISBN: 978-90-8686-095-1 e-ISBN: 978-90-8686-703-5 DOI: 10.3921/978-90-8686-703-5 First published, 2010 © Wageningen Academic Publishers The Netherlands, 2010 This work is subject to copyright All rights are reserved, whether the whole or part of the material is concerned Nothing from this publication may be translated, reproduced, stored in a computerised system or published in any form or in any manner, including electronic, mechanical, reprographic or photographic, without prior written permission from the publisher: Wageningen Academic Publishers P.O Box 220 6700 AE Wageningen the Netherlands www.WageningenAcademic.com copyright@WageningenAcademic.com The individual contributions in this publication and any liabilities arising from them remain the responsibility of the authors The publisher is not responsible for possible damages, which could be a result of content derived from this publication Table of contents Preface Friedrich Hamburger Organic and quality food marketing in Asia and Europe: a double sided perspective on marketing of quality food products R Haas, M Canavari, B Slee, T Chen and B Anurugsa 11 Part Looking east looking west Organic food in the European Union: a marketing analysis R Haas, M Canavari, S Pöchtrager, R Centonze and G Nigro 21 Small farms and the transformation of food systems: an overview E.B McCullough, P.L Pingali and K.G Stamoulis 47 Role of certification bodies in the organic production system M Canavari, N Cantore, E Pignatti and R Spadoni 85 Part Understanding the value chain of quality food in east and west: selected case studies Strengthening the export capacity of Thailand’s organic sector A Kasterine, W.W Ellis and V Panyakul Factors influencing purchasing decisions of Austrian distribution channel operators towards ‘made in China’ organic foods R Haas, C Ameseder and R Liu Marketing high quality Thai organic products in Europe? An exploratory approach P Lombardi, M Canavari, R Spadoni, R Wongprawmas, B Slee, D Feliciano, B Riedel, M. Papadopoulou and F Marin Income effects through trade with organic products for rural households in North Eastern Thailand U.B Morawetz, R Wongprawmas and R Haas An overview of the organic and green food market in China S Marchesini, H Hasimu and R Spadoni Market access for smallholder livestock producers under globalised food trade: an analysis of contract farming and other market-linking institutions in India, Thailand, Vietnam and the Philippines A Costales and M.A.O Catelo Looking east, looking west  103 115 127 141 155 173 Promoting neglected and underutilised tuberous plant species in Vietnam M Schmidt, N.T Lam, M.T Hoanh and S Padulosi 183 Consumer perceptions of organic foods in Bangkok, Thailand B Roitner-Schobesberger, I Darnhofer, S Somsook and C.R Vogl 195 Quality, organic and unique food production and marketing: impacts on rural development in the European Union B Slee 211 Authors and editors 225 Keyword index 235 8 Looking east, looking west Preface Consolidating cooperation among Asia and Europe on quality, organic and unique food marketing By Friedrich Hamburger, ambassador and head of Delegation of the European Commission to Thailand in 2008 Many know the EU as the largest donor of development assistance worldwide The Union also promotes trade to drive development by ensuring its markets are open to exports from emerging economies and less developed countries Over 60% of exports from emerging and least developed countries head for the EU while Europe imports more agricultural products from developing countries than the US, Japan and Canada combined Increased consumer awareness of food safety issues and environmental concerns have contributed to the growth in organic farming as well as markets for organic produce over recent years In the European Union, organic farming has in fact developed into one of the most dynamic agricultural sectors In 2005, in the European Union of 25 Member States, around million hectares were either farmed organically or were being converted to organic production This marks an increase of more than 2% compared with 2004 Over the same period, the number of organic operators grew by more than 6% The organic farm sector grew by about 25% a year between 1993 and 1998 and, since 1998, is estimated to have grown by around 30% a year This rise of organic farming in Europe has been triggered by a considerable growth in the market for organic products in the EU in recent years Currently almost half of all organic products worldwide are sold in Europe, and there is no sign yet of an end to this increase Even if at present only 3.2% of the European agricultural land area is managed organically, and the market share of organic produce is between and 2%, organic agriculture has secured a place in the economy and society in Europe The EU is also leading the way on developing regulations concerning organic production and labelling, as the environment, health and food safety is an issue close to the heart of many European citizens They feel strongly about the kind of environment they want to live in and about the environment they want their children and grandchildren to inherit This concern is extended to the type of products they wish to use or consume Therefore, a product that is able to prove that it is better for the environment and health by a trustworthy label, can help make a difference in the eyes of European consumers In June 2007, as some of you will know, the European Union reached a political agreement on a new regulation on organic production and labelling The new regulation will be effective from 2009 It sets out the new objectives, principles and basic rules for organic production in Europe It also includes new permanent import and control regimes Organic food is a successful and growing market and I hope that this new set of rules will provide the framework to allow this growth to continue; through a combination of market demand and the entrepreneurship of European farmers Important from a consumers’ point of view, the new regulation will make it easier for consumers to recognize organic products and it will provide assurance of precisely what is being bought In addition to regulatory aspects the European Union has also been active in many countries, providing funding for food quality, safety standards and related activities By delivering shortLooking east, looking west  About the authors Maria Angeles O Catelo Expertise: Research focus on contract farming and other marketlinking institutions for smallholder livestock producers, livestock waste management and environmental impacts, industrial pollution and user charges Current position: Associate Professor at the Department of Economics, College of Economics and Management, University of the Philippines Los Baños (UPLB), Laguna, Philippines Web page: http://www.uplb.edu.ph E-mail: maocatelo@uplb.edu.ph, maocatelo@gmail.com Roberta Centonze Chen Tong Achilles Costales 226  Expertise: Agricultural Economics and Policy, Sustainable Agriculture and Rural Development Her research deals with rural system appraisal, agrofood, chain management and intellectual property rights on genetic resources Current position: Consultant in Agricultural Economics, Project Design and Management, University-Enterprise cooperation programmes, Bologna, Italy E-mail: roberta.centonze@fastwebnet.it Expertise: Agricultural Economics Current research interests regard rural development economics, farm economics and management, agribusiness economics and ecological management His research focuses on topics related to the Xinjiang province of China Current position: Professor of Agricultural Economics at the Xinjiang Academy of Agricultural Science He is Vice President of the Chinese Association of Agricultural Economists, President of the Xinjiang Association of Agricultural Economists, President of the Xinjiang Association of Agriculture, Vice-Chairman of the Xinjiang Association of Science and Technology, Vice-President of the Xinjiang Statistics Association, Member of the Standing Committee of the China Society of Agrotechnical Economics, Urumqi, Xinjiang, China E-mail: ctelay2005@163.com, ctelay@163.com Expertise: Agricultural economics, livestock economics; research and applications in design of public policy and institutions to efficiently and effectively integrate smallholder livestock keepers and stakeholders along supply chains in domestic markets as a means toward poverty alleviation among rural households in developing countries Current position: Livestock Economist of the Pro-Poor Livestock Policy Initiative (PPLPI) at the Food and Agriculture Organization (FAO) of the UN, Agriculture Department, Animal Production and Health Division (AGA), Rome, Italy Web page: http://www.fao.org/ag/pplpi.html E-mail: achilles.costales@fao.org, achilles.costales@gmail.com Looking east, looking west  Ika Darnhofer Wyn Ellis Diana Feliciano Rainer Haas About the authors Expertise: Farm management and decision processes on family farms; conversion to organic farming; resilience, adaptability and transformability of family farms Current position: Associate Professor at the Institute of Agricultural and Forestry Economics, Department of Economics and Social Sciences, University of Natural Resources and Applied Life Sciences, Vienna (BOKU), Austria Web page: http://www.wiso.boku.ac.at/darnhofer.html E-mail: ika.darnhofer@boku.ac.at Expertise: Organic agriculture policy, accreditation, certification and production; organic agriculture as a component of ‘Green Growth’ movements; agro-innovation systems Current position: Consultant and Senior Programme Adviser, ThaiGerman Programme for Enterpreise Competitiveness, GTZ Thailand Vice-President, Organic Agriculture Foundation of Thailand, Bangkok, Thailand E-mail: wynellis.gtzbkk@gmail.com Expertise: Forest owners’ organisations, forest policies, rural development PhD topic: The contribution of the rural use sector to greenhouse gas neutral regions Current position: PhD student at ACES - The University of Aberdeen & The Macaulay Institute, The School of Biological Sciences, Aberdeen, UK Web page: http://www.aces.ac.uk/people/#Diana_Feliciano, http:// www.macaulay.ac.uk/staff/staffdetails.php?dianafeliciano E-mail: d.feliciano@macaulay.ac.uk Expertise: Consumer behaviour concerning organic and functional food E‑business and e-collaboration in the food value chain Application of decision support systems (Analytic Hierarchy Process) in the field of food marketing Current position: Associate Professor at the Institute of Marketing & Innovation, Department of Economics and Social Sciences, University of Natural Resources and Applied Life Sciences, Vienna (BOKU), Austria Web page: http://www.wiso.boku.ac.at/mi_haas.html E-mail: rainer.haas@boku.ac.at Looking east, looking west  227 About the authors Huliyeti Hasimu Expertise: Agri-food Economics, trade and marketing Recent research subjects are focused on quality food products such as organic food and geographical indications for agricultural products Current position: Associate Professor at the Department of Economics and Trade, Xinjiang Agricultural University, Urumqi, Xinjiang (China) and project manager at Bioagrico-op scarl, Casalecchio di Reno (Italy) E-mail: oriet@sina.com Alexander Kasterine Expertise: Agricultural and environmental economics, trade and climate change; organic agriculture, biodiversity and market incentives; carbon markets; product carbon footprint labelling Current position: Senior Adviser (Trade and Environment), International Trade Centre (UNCTAD/WTO), Geneva, Switzerland Web page: http://www.intracen.org/organics E-mail: kasterine@intracen.org Liu Ruifeng Pamela Lombardi 228  Expertise: Agricultural Economics Current research interests regard the organic food and GIs agricultural industry His research focused on topics related to the Xinjiang province of China His doctoral dissertation topic is ‘Study on Production, Consumption and Policy Effect of Geographical Indications Agricultural Product in Xinjiang’ Current position: PhD student at the College of Economics and Management, Xinjiang Agricultural University, Xinjiang (China) E-mail: ruifeng076@sina.com Expertise: Research focus on marketing researches in agri-food sector (qualitative and quantitative techniques) and on certified quality management systems in agri-food sector Current position: PhD student at the Department of Agricultural Economics and Engineering, Faculty of Agriculture, Alma Mater Studiorum - University of Bologna (UNIBO), Bologna, Italy E-mail: pam.lombardi@gmail.com Looking east, looking west  Mai Thach Hoanh Sergio Marchesini Floriana Marin Ellen McCullough About the authors Expertise: Food crops, in-situ conservation of plant genetic resources, expert for taro and sweet potato Current position: Associate Professor, Researcher and consultant, Plant Resources Center of Vietnam, An Khanh, Dan Phuong district, Hanoi - Vietnam Academy of Agricultural Sciences (VAAS), Thanh Tri district, Hanoi, Vietnam Web page: http://www.pgrvietnam.org.vn E-mail: maihoanh2006@yahoo.com Expertise: Research focus on agricultural marketing in Asia Current position: PhD student at the Department of Agricultural Economics and Engineering, Faculty of Agriculture, Alma Mater Studiorum - University of Bologna (UNIBO), Bologna, Italy E-mail: smarch78@gmail.com Expertise: Environmental economics, qualitative analysis Research focus on public perception of genetically modified food and technologyrelated risks, as well as social studies of science Current position: Communication manager at the Research and Innovation Centre, Fondazione Edmund Mach Iasma, S Michele all’Adige (TN), Italy Web page: http://research.iasma.it E-mail: floriana.marin@iasma.it Expertise: The role of agriculture in poverty reduction, The role of policy in enabling agricultural productivity growth, Transformation of agri-food systems, Agriculture and nutrition linkages Current position: Associate Program Officer in the Agricultural Development initiative, Bill & Melinda Gates Foundation, Seattle, USA Web page: http://www.gatesfoundation.org E-mail: ellen.mccullough@gatesfoundation.org Looking east, looking west  229 About the authors Ulrich B Morawetz Expertise: Research focus on econometric modelling of agricultural production Current position: PhD Student at the Institute of Sustainable Economic Development, Department of Economics and Social Sciences, University of Natural Resources and Applied Life Sciences, Vienna (BOKU), Austria Web page: http://homepage.boku.ac.at/umorawet/ E-mail: ulrich.morawetz@boku.ac.at Nguyen Thanh Lam Expertise: Agroecology, Upland farming, in-situ conservation of plant genetic resources, climate change and its impact on agricultural production Current position: Executive Director at the Center for Agricultural Research and Ecological Studies (CARES), Hanoi University of Agriculture, Hanoi, Vietnam Web page: http://www.cares.org.vn E-mail: lamnt@cares.org.vn Gianluca Nigro Stefano Padulosi 230  Expertise: Its scientific interests are mainly the analysis of the costs of production and the economic sustainability of organic crops and no food (bioethanol, biodiesel, biomass, biogas, cosmetics, textiles) Current position: Consultant at the C.I.C.A Bologna (Interprovincial Consortium of Agricultural Cooperatives), in charge of economic studies and company management systems for the agri-food industry, Bologna, Italy Web page: http://www.cicabo.it E-mail: g.nigro@cicabo.it Expertise: Agriculturalist and biologist; research focus on plant genetic resources, conservation methods and sustainable use; specialized in the area of neglected and underutilized species and their deployment for enhancing people’s livelihood Current position: Senior scientist at Bioversity International, Agency of the CGIAR headquartered in Rome (Italy); coordinating the organization’s efforts dealing with agrobiodiversity and human wellbeing; leading a global multi-disciplinary UN Programme on neglected and underutilized species, focusing in Latin America, South and West Asia Web page: http://www.bioversityinternational.org E-mail: s.padulosi@cgiar.org Looking east, looking west  Vitoon R Panyakul About the authors Expertise: Organic agricultural production and marketing Supply chain management of organic products, especially rice, vegetables and fruits Guarantee system of organic agriculture, from internal control system, to certification and accreditation Current position: General Secretary of the Earth Net Foundation / Green Net, Bangkok, Thailand Web page: http://www.greennet.or.th E-mail: vitoon@greennet.or.th Maria Papadopoulou Expertise: Research focus on the motivations for the adoption of GlobalGAP in Emilia, Romagna in the fruit and vegetable sector; fruits and vegetables quality control; sensory analysis Current position: PhD student at the Department of Agricultural Economics and Engineering, Faculty of Agriculture, Alma Mater Studiorum - University of Bologna (UNIBO), Bologna, Italy Quality control employee at FQC Italia, Casalecchio di Reno, Italy E-mail: maria.papadopoulou@gmail.com Erika Pignatti Prabhu Pingali Expertise: Research focus on quality management systems and certification systems in the food industry, organic food certification systems and marketing Current position: Junior Research Fellow at the Department of Agricultural Economics and Engineering, Faculty of Agriculture, Alma Mater Studiorum - University of Bologna (UNIBO), Bologna, Italy Web page: http://www.deiagra.unibo.it/ E-mail: erika.pignatti@unibo.it Expertise: Technical change in developing country agriculture, Agricultural development and food security, Biotechnology, Impact assessment and priority setting, Environmental sustainability, PostGreen Revolution Asian agriculture, Agricultural intensification in subSaharan Africa, Transformation of agri-food systems Current position: Deputy Director of Agricultural Development, Bill & Melinda Gates Foundation, Seattle, USA Web page: http://www.gatesfoundation.org E-mail: prabhu.pingali@gatesfoundation.org Looking east, looking west  231 About the authors Siegfried Pöchtrager Expertise: Marketing and market research for the food value chain Total Quality Management, International Food Standard, Organic production standards, Quality management system – Requirements ISO 9001 – 2008, Food Safety management systems, Requirements for organizations throughout the food chain ISO 22000:2004, Traceability - Reg (EC) 178/2002, Hazard Analysis Critical Control Point-Concept Current position: Researcher, Lecturer at the Institute of Marketing & Innovation, Department of Economics and Social Sciences, University of Natural Resources and Applied Life Sciences, Vienna (BOKU), Austria Web page: www.boku.ac.at/mi E-mail: poechtrager@boku.ac.at Bettina Riedel Expertise: Food marketing, food value chain and food cluster studies Research on competitiveness of European fresh vegetable business, with special focus on regional production organization Current position: PhD student at the Institute of Horticultural Economics, Department of Agricultural Economics, HumboldtUniversity of Berlin, Berlin, Germany Web page: http://www.agrar.hu-berlin.de/struktur/institute/wisola/fg/ gp/standardseite E-mail: riedel.bettina@gmail.com Birgit Roitner-Schobesberger Expertise: Organic food and farming, marketing of farm products; Education and training on organic food and regional products; Promoting underutilized crops such as grain amaranth Current position: PhD student at the Institute of Agronomy and Plant Breeding, University of Natural Resources and Applied Life Sciences, Vienna (BOKU) and Project coordinator at the Agrar.Projekt.Verein, Austria E-mail: roitner-schobesberger@boku.ac.at Markus Schmidt 232  Expertise: Research focus on management of plant genetic resources for food and agriculture in Europe and Asia, promotion of neglected and underutilized crop species, technology assessment of novel biotechnologies such as synthetic biology Current position: Leader of the Biosafety Working group at the Organisation for International Dialogue and Conflict Management, based in Vienna, Austria Project websites: http://www.diverseeds.eu (DIVERSEEDS: management of plant genetic resources in Europe and Asia) http://www.agrofolio.eu (AGRO-FOLIO: Benefiting from an improved agricultural portfolio in Asia) Web page: http://www.idialog.eu E-mail: markus.schmidt@idialog.eu Looking east, looking west  Bill Slee Suthichai Somsook Roberta Spadoni Kostas Stamoulis About the authors Expertise: Rural economist specialising in the economics of land use, rural socio-economic change and sustainable development of rural areas He has worked extensively in farm adjustment, agrienvironmental issues, forestry and rural development, environment and development and rural tourism for a range of national and international clients including the World Bank, the European Commission, DFID and OECD, as well as a range of EU agencies Current position: Science Group Leader of the Socio-Economics Research Group at the Macaulay Institute He was previously Professor of Rural Economy and Director of the Countryside and Community Research Unit in Cheltenham and, prior to that, a Senior Lecturer in the University of Aberdeen, UK Web page: http://www.macaulay.ac.uk/staff/staffdetails_billslee.html E-mail: b.slee@macaulay.ac.uk Expertise: Entomopathogenic Nematode, Organic Farming Current position: Associate Professor at the Department of Agricultural Technology, Faculty of Science and Technology, Thammasat University, Rangsit Campus, Pathumthani, Thailand Web page: http://www.tu.ac.th/eng/faculty/science_technology/ E-mail: suthisomsook@hotmail.com Expertise: Economics of agricultural and food markets Research focus on certification systems, agricultural and industrial marketing, product quality issues Current position: Assistant professor (tenured) at the Department of Agricultural Economics and Engineering, Faculty of Agriculture, Alma Mater Studiorum - University of Bologna (UNIBO), Bologna, Italy Web page: http://www.unibo.it/docenti/roberta.spadoni E-mail: roberta.spadoni@unibo.it Expertise: The role of agriculture in growth and poverty reduction, Effects of stabilization on agricultural performance, The role of the nonfarm rural sector on growth and food security, Impacts of urbanization and globalization Current position: Director, Agricultural Development Economics Division, Food and Agriculture Organization of the United Nations, Rome, Italy Web page: http://www.fao.org/es/esa E-mail: Kostas.Stamoulis@fao.org Looking east, looking west  233 About the authors Christian R Vogl Expertise: Organic farming and traditional land use systems; Standards, regulations, inspection, auditing and accreditation on organic farming; organic farming in tropical and subtropical areas, local and indigenous knowledge of organic farmers, organic farmers’ experiments, ethnobiology, biocultural diversity Current position: Associate Professor at the Division of Organic Farming, Department Sustainable Agriculture Systems, University of Natural Resources and Applied Life Sciences, Vienna (BOKU), Austria Web page: http://www.nas.boku.ac.at/christian-vogl.html E-mail: christian.vogl@boku.ac.at Rungsaran Wongprawmas Expertise: Natural Resources Management and Agri-food marketing Research focus on organic farming management regard to farm economic and financial analysis and Geographical Indications products with regard to gate-keepers and international markets issues Current position: Graduate student, International Master in Horticultural Sciences, Faculty of Agriculture, Alma Mater Studiorum - University of Bologna (UNIBO), Bologna, Italy E-mail: rungsaran.wongprawmas80@gmail.com 234  Looking east, looking west Keyword index A ACB – See certification body, accredited accreditation 87, 89, 90, 92, 94, 95, 121, 161, 162, 163, 206 adverse selection 87, 98 agribusiness firms 54 agricultural –– assets 145 –– diversification 186 –– extension 65 –– inputs 65 –– sector 52 agro-biodiversity 185, 187 agro-chemicals 155, 160 –– residue 157 AHP – See Analytic Hierarchy Process airfreight 122 Analytic Hierarchy Process (AHP) 93 animal fodder 189 Asian consumers 58, 73 asymmetric information 85, 86, 87, 96, 98 audits 87, 92, 93, 95, 165, 166, 168 availability 167, 168, 202, 205, 206 awareness 168, 169, 174, 191, 196, 204, 206 B barriers 175, 195 –– to entry 173, 174 –– to purchase 204 biodiversity 88, 158 –– degradation 187 branding 31 BRC – See British Retail Consortium for successful and responsible retailing British Retail Consortium for successful and responsible retailing (BRC) 87 bulk commodities 58 bullwhip effect 62 bureaucracy 94 C carbon footprints cash –– costs –– input costs –– profits Looking east, looking west  117 150 152 150, 152 certification 87, 112, 121, 138, 205 –– mandatory 88 –– seal 86, 160 –– systems 29, 86, 87, 206 –– voluntary 88 certification body 89, 90, 97, 129, 157, 160, 161, 162, 165, 168, 197, 206 –– accredited (ACB) 92 –– foreign 166 –– local 91 chemicals 168 China 123 –– National Organic Product Standard (CNOPS) 160 claims 41, 204, 206 climate change 117, 187 CNOPS – See China National Organic Product Standard Codex Alimentarius 90, 165 commercialization 174 –– of agriculture 173 commodities 11, 155, 183, 191, 197 communication 41 compliance 160, 166, 174 concerns 199, 200, 202, 203, 205 confidence 87, 160, 168, 196 conformity 91, 93, 163, 164 consumer –– deskilling 204 –– motivations 167, 195, 196, 198, 202, 203, 204 –– preferences 120 –– prices 34 –– profile 203, 204 consumption per capita 26 contamination 155, 196 contract 174, 175 –– farming 67, 104, 107, 141, 173, 175, 176, 177 –– formal 176, 177, 179 control systems 112 conventionalisation 43 conversion 104, 109, 159 cooperation 69, 168, 176, 177 country of origin 120 –– effect 117, 123 235 Keyword index credence goods credibility cultural –– heritage –– identity culture curiosity customer –– motivations 85, 86 206 185 183 192 202 205 D developed countries 103 developing countries 47 dietary change 49, 50, 55 differentiation 87, 88 distinctiveness 88, 156, 167, 205, 206 distribution 36 –– centres 59 –– channel operators 115, 123 –– channels 107, 116 diversification of food sources 191 diversity 183, 184 domestic demand 167, 169 drivers 167, 174 duality 60, 77 E economies of scale 62, 69, 176 education 145 empty nesters 27 environmental –– impact 205 –– sustainability 191 equivalence 89, 91, 92, 165, 169 EU Regulation –– 834/2007 21, 29 –– 889/2008 21, 29 –– 1235/2008 21, 29, 120 EurepGAP – See European Retailer Produce Working Group Good Agricultural Practices European market 115 European Retailer Produce Working Group Good Agricultural Practices (EurepGAP) 57 experience goods 85 export markets 177, 179 externality 88 236  F factor analysis 198 farmer organizations 69 farm gate prices 34 FDI – See Foreign Direct Investment focus group 132 food –– consumption 49 –– crises 155, 196 –– miles 75, 135 –– novelties 138 –– safety 53, 58, 87, 155, 157, 160, 167, 169, 173, 174, 196 –– scandals 155, 160 –– scares 160, 166, 196, 205 –– security 184, 185, 186, 187, 190 –– stores 116 –– supply chain 50 Foreign Direct Investment (FDI) 51 forward agreements 175 fraud 85, 160 freshness 174, 202, 203, 205 fruit and vegetables 106 G GAP – See Good Agricultural Practices genetically modified (GM) 89 genetically modified organisms (GMOs) 155, 199, 200 genetic erosion 187 geographical indication 22 ginseng 123 global –– food consumption 51 –– market 24 –– partnership for Good Agricultural Practice (GlobalGAP) 87 GlobalGAP – See Global Partnership for Good Agricultural Practice globalization 48, 49, 51 GMOs – See genetically modified organisms Good Agricultural Practices (GAP) 162 governance 174 green food 156, 157, 158, 159, 160, 162, 167 –– AA-grade 157 –– A-grade 157 gross domestic product 52 Looking east, looking west  H HACCP 77 harmonization 91, 92, 97, 165, 167, 169 hazard-free food – See safe food health concerns 202, 206 horticulture 64 hourglass structure 65 household –– income 143 –– labour 64 –– panel 31 –– types 52, 145 human capital 71 I IFOAM – See International Federation of Organic Agriculture Movements IFS – See International Food Standard income –– diversity 143 –– effects 141 –– per capita 56 –– portfolios 144 indigenous knowledge 192 informal contracts 176, 177 information 85, 86, 173, 174, 200, 201, 204, 205 –– asymmetry 76 –– cue 120 ingredients 160, 169 input cost 149, 150 inspection 86, 87, 88, 89, 92, 95, 157, 161, 163, 165, 195, 205, 206 –– frequency 97 inspectors 163, 166 integrator company 174, 176, 177 intermediary 61, 66, 176, 177 internalization 158 International Federation of Organic Agriculture Movements (IFOAM) 142 International Food Standard (IFS) 87 international standards 86, 162, 196, 206 investments 71 J Ja natürlich 33 Japanese –– Agricultural Standard (JAS) 90 –– Registered Certification Organisation 90 Looking east, looking west  Keyword index JAS – See Japanese Agricultural Standard K Kamut 129 L labelling 89, 90, 156, 157, 160, 162, 163, 174, 196, 197, 200, 201, 204, 205, 206 labour 72, 151, 152 land ownership 145 livelihood 183, 184, 187 livestock 64 local communities 185, 192 localness 121, 123 low-input production systems 53 M market –– failure 85, 96, 174, 175 –– incentive 158 –– orientation 121 –– potential 118 –– powers 176 –– share 166, 195, 204, 205, 206 –– signals 98 marketing mix 28 marketplace 190, 191 middle class 49, 58, 103 modern food chains 48, 66, 76 modernizing economies 54 monopsony 74 moral hazard 85, 86, 87, 96, 98 motives 202, 203 multinational firms 65 mutual recognition 91, 97, 166 N national action plan 111 National Organic Program (NOP) 90 neglected and underutilized species (NUS) 183, 184 new theory farming 142 Nielsen 30 NOP – See National Organic Program North Eastern Thailand 143 NUS – See neglected and underutilized species nutrition security 183 237 Keyword index O opportunistic behaviour 85, 87, 95, 96, 98 organic –– area 23 –– certification 88, 89, 93, 160, 163 –– consumer 26 –– farming, definition 88, 158 –– farmland 24 –– food chain 123 –– in conversion 160 –– milk 117 –– number of farms 23 –– sales 24 –– seal 31, 90 –– standards 90 –– supermarkets 37 organic product labelling 31, 118, 120 –– EU label 89 –– European Community label 29 organized value chains 48 origin 121, 122, 156, 185 out-of-home channels 40 P Participatory Guarantee System (PGS) 168 perception 94, 196, 198 performance 86, 92, 93, 95, 96, 97, 176 –– indicators 93 pesticide-free 196, 204 pesticide residues 155, 196, 199, 200, 202, 203 PGS – See Participatory Guarantee System Policy tools 74 pollution 155, 158, 160, 168, 169 pollution-free – See safe food pomegranate 123 potential customer base 204 poverty 78 –– reduction 47 preferences 174 premium price 86, 174, 203 price 33, 121 –– comparison 108 –– contracted 177 –– ratio input-output 77 principal-agent model 92, 96 principal component analysis 198, 202 238  private –– labels –– sector –– standards processed products procurement product –– profile –– quality production –– local profits public –– authority –– goods purchase criteria –– for organic food purchasing frequency Q qualitative research quality –– assessment –– assurance –– attributes –– control –– labels –– management system –– perception –– signal –– standards 89, 205 65 165, 179 58 55, 57, 61 205 121 135 151 86, 92, 94, 165 76 115, 116 118 205 131 67 62, 86, 93, 157 85, 86 204 156 88, 165 136 86, 118, 119 67 R regional product 122 Registered Foreign Certification Organisation (RFCO) 90 regulatory system 91 reliability 87, 93, 97, 179, 184 reputation 85, 86, 87, 92, 93, 94, 97, 169, 177 research and development 65 residue 156, 203, 205, 206 retail –– concentration 57 –– discounter 37 –– panel 30, 31 –– transformation 57 Looking east, looking west  RFCO – See Registered Foreign Certification Organisation rice 129 risk 68 rural –– economy 47 –– poverty 54, 64, 143 S safe food 156, 157, 166, 174, 195, 196, 205, 206 –– labels 198, 204 scale mismatch 71, 75 search goods 85, 86 seed supply systems 185 self-esteem 192 seniors 27 sensory evaluations 203 shopping motives 27 signal 94 small farmers 57 smallholders 48, 63, 75, 104, 173, 175, 176, 177, 179 social –– capital 176, 177 –– network 145 socio demographic variables 27 specialised shops 37 spot market 175, 176, 177 stakeholder 110 standards 112 –– differentiation 89 store keeping units 33 strategic alliances 174 structured food system 48 sub-contractors 176, 177 subsistence 53 –– farming 173 sufficiency economy 142, 149 supermarket 56 –– penetration 56 supply –– bottlenecks 115 –– chain 50, 86, 87, 93, 94, 97, 168, 173, 191 –– shortages 116 synthetic chemicals 203 Looking east, looking west  Keyword index T tapioca 129 taste 174, 202, 203 terms of sale 66 Thammasat University 143 third-party certification 86, 93, 195 Townsend project 147 traceability 58, 62, 77, 87, 157, 158, 177 trademark 31 traditional chains 48 training 95, 163, 177 transaction 61 –– costs 54, 62, 67, 71, 88, 91, 92, 97, 168, 174, 175, 176 transport distances 51, 122 trust 88, 92, 93, 94, 95, 97, 166, 169, 179, 203, 206 –– elements 138 trustworthiness 177, 179 U umbrella brand Universal Product Code unsafe food urban consumers urbanization V value-enhancement –– marketing vertical –– coordination –– integration W wholesaler –– specialized –– traditional willingness-to-pay working hours Y yields 42 50 174 49, 155, 204 49, 54, 56 158 129 55, 67, 77 175 59 60 60 167, 203, 204 148, 150 147, 149 239