Marketing communication of organic food

Abstract

Acknowledgment: This study was supported by the research grant VEGA number 1/0635/14 - "Status and prospects of development of the organic food market, traditional and regional foods in Slovakia" Contribution provides a comprehensive overview of individual marketing communication tools actually used in practice by producers and sellers of organic food in the Slovak market and the results of the research aimed to identify the current level of consumer awareness in relation to the issue under examination. Organic food market in Slovakia has been for several years one of the fastest expanding markets. The main motives for examining the issue are the important contribution of organic food - not only to human health and the environment, but also with regard to economic benefits of organic food, lack of awareness of potential consumers about the positive aspects of organic food production and consumption, and consequently the marketing communication as one of the main ways to improve the current situation (in terms of public awareness). Neglecting the role of marketing communication of organic food at the early stages of market development organic food production appears to be an ultimate barrier for further development of the market.