Office Conrad Thimm
Coach & Consultant

Reifergang 91 d
18356 Barth

T: +49 173 9444 126

Organic food, professionally, successfully, naturally, fresh

• Are sales of your organic food products not really hitting the mark?
• Is the positioning of your organic food products unclear?
• Does your staff at different levels sometimes fail to treat your organic food products with due care?

Are you looking for a sustainably successful strategy for organic food?

As an expert, I support you in developing your specific roadmap and management for your organic food products. I have been familiar with organic food in all its forms and at all levels from farm to fork for more than 30 years. As a consultant, I work in the organic food market for farmers and the whole food industry. The European Union was advised by me before implementing the EU Organic Regulation and I worked on developing the German Federal Organic Program. From my own experience, I know the organic farmers’ associations, certifiers and the reality of organic trade in many countries. For the major multiple retailer Kaiser’s Tengelmann, I was national Organic Product Manager, at baby food multinational Milupa, I was Quality Manager and for an organic supermarket, General Manager.

As an organic insider, I know the standpoints of both industry and commerce and, most importantly, of the consumers. Please contact me if you want to find out more.

My offer interactive in-house basic seminars "Organic Food" including the following subjects:
• What is “organic” and what does it mean to consumers? EU organic regulation, organic seals, organic
Associations, organic lifestyle and discrepancies between the walk and talk of consumers
• Orientation in the jungle of manifold and diverse consumers: Lifestyles, LOHAS, ecos, post-
materialistic, the educated, young mothers, cool guys + girls, teachers, mainstream, socio-
demographics, healthy in the morning, fast at noon, fancy in the evening, in between snacks
• Health, healthy food, whole foods, natural food, whole grain, ecology, ethics, Fair Trade, regional
• Health Food shops, organic stores, organic supermarkets, organics in supermarkets, oganic in the
food service industry, Organic Markets international, in Germany tegut, dm, Alnatura, Dennree, Aldi,
Suisse Coop, Swedish + Danish Coop, Austrian Billa, British Tesco, Belgian Delhaize, US American
Whole Foods Market, Trader Joe’s
• Organic lines, organic fresh produce, organic fruit, organic vegetables, organic bread, organic bakery,
organic dairy products, organic cheese, organic eggs, organic meat, organic sausages, organic fish,
organic juices, organic muesli, organic cereals, organic baby food, organic snacks, organic pasta,
organic staples, organic deep frozen, organic ice-cream, organic specialties, organic delicacies, organic
oils, organic herbs, organic spices, organic wine, organic beer, organic tea, organic coffee, organic
cookies, organic chocolate…
• Packaging, placing, advertising
• Where to position ourselves? Where do our strengths and opportunities lie? Why do we have to care?
Can organic virtues influence all of our actions?

One-day seminar 9 am - 6 pm, 5 – 50 participants
Further and specific contents and formats as well as larger projects upon request.
Everything happened before – 18 years ago – some things are outdated – others are still relevant
10 theses on Marketing Opportunities and Potential Demand for Organic Produce in Northern Europe

1. Demand is rising, but appropriate marketing channels are missing
In the various regions and on various marketing levels, supply and demand fail to meet one another for various reasons; products are not available at the consumer’s point of purchase; farmers are not producing what the consumers want; means for distribution are missing or too expensive for the small amount of goods, etc. Supporting production without developing appropriate marketing structures will worsen the problem.

2. Organic produce at all outlets
Organic produce will penetrate all food outlets in northern Europe in the next few years, while emphasis will be on higher-price ranges for special target groups.

3. 3-10% market share in the year 2000
All market surveys indicate a widespread interest for organic produce among consumers. However, the actual amount of sales will reach a considerably lower level because consumers tend to pay lip-service to consuming organic while, on the other hand, widespread availability takes a long time to develop.

4. Challenge of freshness

The main impulses for the growth of the organic market will come from fresh organic produce such as milk and dairy produce, fruit and vegetables, bread and meat. But these ranges also require the highest effort in production, transportation and labeling of unpacked goods.

5. Trust in organic quality has to be developed
For a limited amount of customers, a special surrounding (farm gate, health food shops) will provide trust in the ecological quality and healthiness of organic produce. However, the majority of consumers who purchase at normal food retailers will only trust in well-known trademarks. Developing these will require investments that only large companies or public authorities can supply.

6. The taste of organic produce has to be superb.
Organic produce has to be distinguishable from other products by its better taste. This must be taken into consideration in production, processing and handling and is more important, the better the taste of other produce from supervised production becomes. The shelf appearance is also important.

7. The price of organic produce is also important
The price of organic produce must be interesting for producers and traders. For the purchaser though, it has to compete with conventional produce. For this reason, competition will force producers, processors and traders to rationalise and reduce expenses.

8. Producer cooperatives coordinate production and marketing

Producer cooperatives convey demands of consumers and traders to producers, collect sufficient lots for the market and are able to push forward marketing to the benefit of the producers.

9. Developing new marketing opportunities Is time consuming and expensive

Careful and economical transportation, processing and handling are a challenge to any food trade especially when handling fresh produce ranges. Marketing development for organic produce is especially complicated because of the small lots from scattered producers that have to be handled separately on all levels.

10. An all-organic trademark and producer cooperatives should be promoted by the government

Public authorities should support distinctive supervision as well as promotion campaigns in the media. Public help for producers’ cooperatives should not only refer to turnover but also to marketing advice for producers and the development of new marketing opportunities. Therefore, general concepts over several years are required with which public authorities may help organic agriculture to provide substantial contributions to environmental protection and a reduction of surplusses. The EU should provide an appropriate framework for this.

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