“Regional is the new organic,” this is an often heard quote, nowadays. However, that isn’t always true, reports the Rhineland Agriculture Association (RLV). According to a study of an agricultural market research society, AMI in Bonn, many agricultural direct marketers do not profit from this trend.
For this study, direct marketing was analyzed from 2012 to 2015. According to the RLV there were 10.1 million households that used farm shops in 2012. In the three subsequent years that number dropped to 9.3 million households.
This decrease is caused by the expansion of the range in the supermarkets, states AMI in reaction to the data of the RLV. Supermarkets have met the requests of their customers for regional products and increased the regional range, explains the RLV. Especially customers who rarely buy regional products will not go to farms shops. Regular customers, on the other hand, aren’t lured away that easy and remain loyal to their farmers.
For more information:
Rheinischer Landwirtschafts-Verband e.V.
Rochusstraße 18
53123 Bonn
Phone: 02 28/5 20 06-1 00
Fax: 02 28/5 20 06-1 59
E-Mail: info@rlv.de
Source: rlv