Large retailers are adapting to the demands of consumers, and it is on their shelves where this is reflected. "For 5 years, supermarkets have changed their organization and distribution to make way for organic foods. Today everyone has a section for them," states Benedetti. "Even right at the register, where you can buy last minute products, in Italy we are starting to see organic nuts, dehydrated organic fruits, etc." The fact, according to Benedetti, is that over the last 3 years, the demand for organic products in Italy has grown by 20% each year.
"We can find two types of consumers today. On the one hand, there are people who, if offered organic and conventional products for a similar price, they choose organic; and on the other hand, there are organic consumers, who choose these products without considering another option, simply because it is part of their lifestyle and conviction," explains Benedetti. As for the target audience, Benedetti points out that 9 out of 10 are mothers. "Many times we are told that they may not have enough money to buy organic products for their whole family, but they do, at least for their children."
As for Benedetti's prospects for the future, she believes that "the future is clearly organic; I cannot think otherwise." However, the Italian warns that if demand continues to grow at the pace it is doing so far, there will come a time when there won't be enough production for everyone. "Nature has a limit and when the maximum has been reached, there is no more. It would be necessary to regulate and establish production standards to prevent future problems affecting the crops and production processes." One possible solution that will eventually be considered, according to Benedetti, will be "the families setting up their own orchards with organic crops." However, "this is not a problem that will have to be addressed by our generation," she added.
For more information:
Manuela Benedetti
La Boutique del Biologico /Blife
Tel.: +39 0761 15 70 325 / +39 345 144 5302