Marketing of local organic food: a case of urban Sri Lanka

S. H. P. Malkanthi, P. Sivashankar

Abstract: This study aimed to assess the marketing of locally produced organic food in capital cities of six urban districts in Sri Lanka – Colombo, Galle, Gampaha, Kandy, Kurunegala, and Rathnapura. First, a situation analysis of the organic food markets was conducted to find out the existing market places and their nature. This was followed by a consumer survey for a sample of 600 consumers, from November 2018 to December 2019, to study the consumer awareness, willingness to buy organic food, and identify the constraints involved in purchasing of organic food. The data were analyzed with descriptive statistics. According to the situation analysis, Colombo district had the highest number of organic market places. The situation of the organic food marketing in urban Sri Lanka is at its initial stage with an average rate of growth, and a majority of the markets conduct irregular sales of organic food. As per the consumer survey, about 95% of respondents were knowledgeable of organic food, and 93% were willing to buy organic food. However, higher price levels, unavailability of some food items and discontinuous supply, poor trustworthiness on food with organic labels, and the lack of proper organic certification systems and market information were the main constraints in organic food marketing. Increasing the availability of organic food while developing an appropriate system of marketing, forming suitable certification systems for organic products, improving accessibility for certification bodies, and adopting successful marketing strategies are the suggested recommendations to enhance the marketing of local organic food in urban Sri Lanka.

Keywords: Organic certification; Organic food; Organic food consumers; Organic market places; Urban Sri Lankа

Date published: 2022-02-25