Organic foods can be found at natural food stores such as Whole Foods Inc., Wild Oats Inc., major supermarkets, farmers markets as well as through “grower direct marketing” such as CSAs (Community Supported Agriculture) or Co-Ops. Many restaurant chefs and culinary related professionals across the country are starting to use organic produce because they desire its superior quality and taste. Organic food, also gaining international acceptance, has become widespread in nations like Japan and Germany where the development of organic food markets has seen substantial growth (OTA, 2004) People choose to “go organic” for different reasons but, the single most important reason to choose certified organic foods is because organic agriculture in its very essence preserves, protects and restores our environment in significant ways (United States Department of Agriculture. [USDA], 2002). Also, organic farming embraces the principle that agriculture must meet the needs of the present without compromising the needs of future generations, not to mention that organic foods are often the safest, freshest, most flavorful and most nutritious foods in the marketplace (European Journal of Nutrition 40: 289-292 (2001)).
The idea is to apply a systematic, well-planned approach to managing the entire flow of organic produce from local growers through Kudler stores to the end customers (Illustration 1). Evaluation of consumer preference for organic products can help shape the new plan and determine how it should be executed. The main question would be, “Is there a market potential for organic products in San Diego metropolitan?” Kudler can determine what its potential customers desire by study and analysis of local population culture. Organic market forecasting can help Kudler management decide whether the new strategy is the right move for them or not. As a result, Kudler's marketing research department has a new task ahead of them and that is to gather data from other competitive organic food stores as well as analyzing organic market trends to identify the most efficient approach to achieve Kudler's new goal.
However, in contracting with local farmers to use organic produce the company will need to go through some organizational changes. The affects of the supply chain from this decision may also have their impact on Kudler's. The company will also need to enact new quality control standards to maintain the company's commitment to supplying quality foodstuffs at an affordable price. Business process that could be affected The decision to contract with local vendors will change the company's process of obtaining produce for their stores. As Kudler's Fine Foods converts to the local vendors, the company will need to be aware of the vendors ordering and shipping process.
Furthermore, organic food products purchase... ... middle of paper ... ...o encourage by our government. Organic foods are one of a green product category. In order to identify why people like to purchase organic food, few factors will support for the research. The attitude of consumers toward organic foods, the environment consciousness, safety and health aspect, the knowledge of the organic food among consumers, and also the perception of quality on organic food among consumers will support this research to identify the factors influence the purchase intention. However, in order to identify which type of ASTRO staffs are purchase the organic foods, the socio demographic factors such as age, marital status, education and income of ASTRO staffs will be focus in this research.
Background Kudler Fine Foods is a local upscale specialty food store located in the San Diego metropolitan area. Kudler Fine Foods was started by Kathy Kudler. "Her vision was to create one store that would stock a wide selection of the freshest ingredients as well as all of the tools a gourmet cook could ever want. Kathy was certain that combining the convenience of one-stop shopping with reasonable prices would be a recipe for success. "(Kudler Fine Foods Web) Since 1998, Kathy Kudler has slowly increased her demographic with 3 stores now being open in Lo Jolla, Del Mar, and the newest store in Encinitas, CA.
Netravathi Vasudevaraju.S (2011) explained the process of certification to organic goods and need for marketing strategies to sell organic food products. Organic farming is a blooming industry because organic goods have more nutritional value and no chemicals in it when compared to conventional farming goods. Health factor, environment preservation and safe food are primary reasons to buy organic products. He explains the importance of identifying organic products, Customer should be aware of certification and to differentiate organic food labels so they can buy them. Certification will guarantee that food product has no chemicals and completely organic in nature.
The customers cannot see the process to plant organic foods. However, organic foods have to follow the specific standards which are regulated by the United States Department of Agriculture (USDA). “Crops are generally grown without synthetic pesticides, artificial fertilizers, and irradiation animals on organic farms eat organically grown feed, are not confined 100 percent of the time and are raised without antibiotics or synthetic growth hormones” ( Jessica). Organic farmers need to follow the rules to grow the foods. Then the USDA will give the USDA organic label.
In the eyes of Kudler Foods, acquiring inputs would be receiving organic foods from local farmers and growers. Acquiring product for Kudler Foods is typically done by purchasing from distribution centers and warehouses. Each of the managers will individually place an order with suppliers using a standard purchase order form based on their department’s needs or wants (UOP, 2008). In terms of price, there is not a standard price for items. Department Managers are just instructed to find the best possible price leaving disparities in costs between each store.
Strategy Assignment Kathy Kudler is the creator of Kudler Fine Foods. Kathy’s primary goal in establishing KFF was to create a retail store that provides a selection of gourmet foods in order to meet the needs of the typical person all within one store. A wide variety of foods are offered at Kudler Fine Foods. The many different departments include gourmet baked goods, dairy, cheese, wine, organic and non organic produce sections, fresh meats, and seafood. Furthermore, the three different retail locations will offer cooking classes in addition to monthly cheese and wine customer appreciation classes.
The shop has developed its initial all-organic wear department among a number of its stores. This kind of forward thinking must still maintain the buyer trend of all natural products. Whole Foods holds a dominant presence within the organic foods business and a robust position within the retail grocery business overall. To continue at a fascinating level of enlargement and growth, the corporate ought to benefit of 2 differing kinds of opportunities enlarged advertising and development of its wear line. Advertising for Whole Foods ought to be a typical advertisement that presently does not exist.