Organic food: motivation of Finnish restaurants to use
Hirs, Ivika (2017)
Hirs, Ivika
Haaga-Helia ammattikorkeakoulu
2017
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2017121521613
https://urn.fi/URN:NBN:fi:amk-2017121521613
Tiivistelmä
The thesis has been written and survey conducted for practical reasons. The author of the thesis works in an organic farm currently growing organic strawberries and keeping a café but planning to expand its business into growing organic herbs in a greenhouse. The farm in question would like to know how big the restaurants’ demand for the organic herbs is and whether there is a need for a year-round farming of these herbs.
The objective of the thesis is to find out 1) how much restaurants in Southern Finland are currently using organic ingredients, namely herbs, in their menus, and how much they are willing to use them in the future, and 2) should organic farms invest into heated greenhouses to provide organics to restaurants also in winter season. The study looked into the motivation of restaurants in regards with using organic ingredients in their menus, which in turn is based on the consumers’ willingness to buy organic food, and try to provide an answer for producers whether it is reasonable to invest into growing organic produce all year round or not.
Organic market both in Europe and Finland is growing. The Finnish market share for organic products is currently 2,1% but growing every year. More than half of Finns buy organic at least once a month and a quarter buy organics at least once a week. The main reason why consumers buy organic food is firstly no chemical substances used in the production chain, secondly comes good taste, followed by health reasons. The majority of consumers expect to find organic food on a restaurant menu and they are ready to pay more for organic food if it was offered. There are several motivators for restaurants like Steps to Organic programme to excel and dare to offer organics. 17% of the professional kitchens were using organic on a daily basis in 2016. The only obstacle that is slowing down organic consumption is the price.
Studies show that customers’ food choice habits can be influenced, because they develop over time. 48% of Finns are LOHAS consumers who make sustainable and ethical purchase decisions. They buy from brands that are honest and authentic. LOHAS are a promising group of consumers, opening up markets worth of billions of euros.
The theoretical part and questionnaire results prove that there is a big group of customers who are willing to buy organic food and pay higher price for it, but the obstacle is the restaurant’s uncertainty to buy organics from providers. 17 surveyed restaurants out of 29 are currently using organics and 7 out of 12 non-users are willing to start using them. Taste of organics dominated in both survey groups over other attributes, but when compared origin and nutrition value with the taste, origin and nutrition value of the herb win.
Despite the survey results showing rising demand for organic food and restaurateurs willing to increase or start using organic ingredients in their restaurants, recent changes to EU regu-lations do not favour Finnish organic farmers who grow or want to grow produce all year round. In the light of it, building a greenhouse for a year-round usage is currently not advisa-ble, although there is a market need for organics also in wintertime as study shows.
The objective of the thesis is to find out 1) how much restaurants in Southern Finland are currently using organic ingredients, namely herbs, in their menus, and how much they are willing to use them in the future, and 2) should organic farms invest into heated greenhouses to provide organics to restaurants also in winter season. The study looked into the motivation of restaurants in regards with using organic ingredients in their menus, which in turn is based on the consumers’ willingness to buy organic food, and try to provide an answer for producers whether it is reasonable to invest into growing organic produce all year round or not.
Organic market both in Europe and Finland is growing. The Finnish market share for organic products is currently 2,1% but growing every year. More than half of Finns buy organic at least once a month and a quarter buy organics at least once a week. The main reason why consumers buy organic food is firstly no chemical substances used in the production chain, secondly comes good taste, followed by health reasons. The majority of consumers expect to find organic food on a restaurant menu and they are ready to pay more for organic food if it was offered. There are several motivators for restaurants like Steps to Organic programme to excel and dare to offer organics. 17% of the professional kitchens were using organic on a daily basis in 2016. The only obstacle that is slowing down organic consumption is the price.
Studies show that customers’ food choice habits can be influenced, because they develop over time. 48% of Finns are LOHAS consumers who make sustainable and ethical purchase decisions. They buy from brands that are honest and authentic. LOHAS are a promising group of consumers, opening up markets worth of billions of euros.
The theoretical part and questionnaire results prove that there is a big group of customers who are willing to buy organic food and pay higher price for it, but the obstacle is the restaurant’s uncertainty to buy organics from providers. 17 surveyed restaurants out of 29 are currently using organics and 7 out of 12 non-users are willing to start using them. Taste of organics dominated in both survey groups over other attributes, but when compared origin and nutrition value with the taste, origin and nutrition value of the herb win.
Despite the survey results showing rising demand for organic food and restaurateurs willing to increase or start using organic ingredients in their restaurants, recent changes to EU regu-lations do not favour Finnish organic farmers who grow or want to grow produce all year round. In the light of it, building a greenhouse for a year-round usage is currently not advisa-ble, although there is a market need for organics also in wintertime as study shows.