Varfo?r finns det sa? lite svensk ekologisk frukt?
probleminventering av den svenska ekologiska fruktbranschen
Out of totally 1862 hectares of the Swedish fruitacerage, only 142 hectares are cultivated
according to the EU-standards for organic farming. Only 73 hectares are connected to the
Swedish control organisation KRAV. Therefore only fruit from this acreage can be sold as
organic.
The aim of the study was to further investigate the organic fruit production regarding
cultivation, market and firm strategy.
Through interviews with 36 fruitproducers the situation for organic fruit and the companies
were examined. Most of the companies are old and small with an average of 2 hectares. The
major problems are apple scab (Venturia inaequalis), apple fruit moth (Argyresthia
conjugella) and weeds. These problems constitute an obstacle for further development of the
organic fruit production.
The individual and the attitude towards the company and the product also play an important
part. Many growers focus on producing high quality fresh fruit to compete with conventional
fruit. Refining the fruit and offering new products can probably make the market for organic
fruit wider, and tempt more growers to cultivate organic fruit.
Four importers of fruit and vegetables were also interviewed. According to them there is a
demand for organic fruit. The customers do not specifically ask for Swedish organic fruit, but
the consumer would probably choose Swedish fruit rather than imported if there was a
possibility to choose.
The growers themselves suggest that a better communication between market, research and
growers is desirable. There is also a lack of contact among the growers themselves. It would
strengthen the organic growers to unite to be able to better market the products and to
exchange information and knowledge.
Describing Porters Diamond Model opened the study and the Swedish fruitmarket was
examined from the model. There are shortcomings in the branch concerning Related and
Supporting Industries, Firm Structure and to an extent Demand Conditions. The Balanced
Scorecard has also been accounted for in the study. A conclusion is that the Balanced
Scorecard can give a solid ground of factors important for the companies.