The Challenges of Organic Production and Marketing in Europe and Spain: Innovative Marketing for the Future With Quality and Safe Food Products

In this work the actual situation of organic production and marketing in Spain is explained, studying and analyzing their evolution in the last decade of previous the century and in the first years of the new millennium. In Spain, organic production began in the 1970s with pioneers in Catalonia, Murcia Region, and other zones. It was in the 1990s when was observed a great increase in organic surfaces. A very interesting and critical date is that at the moment, more than 80% of organic products are being exported to other European countries, United States, and other foreign markets, and it is necessary to find new marketing strategies and innovations to structure the organic market, give new information to consumers, improve investments in the relation between retailers and consumers, and improve the perception of the utilities of these products. In some countries, as is the case of Spain, the consumers don't have enough information about the characteristics of organic products, organic food, and organic production methodologies. They must have all the information about the benefits of organic production methodologies and their implications in environmental conservation, biodiversity protection, food quality and safety, and this task must be provided by the new marketing strategies and actions.