Ukraine, which grows grain crops, has great prospects for the development of
national production of organic oat flakes and expansion of its sales markets in Ukraine
and in other countries. The organic flakes started being produced in Ukraine in 2007
(plant “Novoukrainka”), even when the concept of organic products was generally little
understood. The production of Ukrainian organic oatmeal is carried out by such
trademarks: TM Zhmenka, TM Ecorod, TM Organic Country, TM Organic Kozub.
The sale of products is carried out at supermarkets, specialized shop, as well as online
stores, where the consumer can get information about the product and place an order.
In addition to the national market, organic oat flakes are supplied to Romania,
Netherlands and Arab Emirates.
The main problems of development of the organic market in Ukraine, including
the market of organic oat flakes, are:
−
low purchasing power of the majority of the population (only people with high
and above average incomes can afford consumption of organic products);
−
lack of awareness of consumers concerning the nature, quality and usefulness
of organic products, as well as the peculiarities of their labeling;
−
low marketing activity of trade marks to promote organic products on the
market of Ukraine and the world market;
−
a large number of organic standards, which confuses organic producers and
complicates their choice;
−
imperfect legislation in the field of organic production, circulation, certification
and labeling of organic products.
There are following ways to solve the problems of further development of the
Ukrainian market of organic products, including organic oat flakes:
1. Taking about the promotion of organic products on the market, it should be
mentioned that 80% of communication between the producer and the consumer goes
through the packaging. According to European Union Standards, the label of certified
organic product must contain: “Eurolist” mark, the number of the certification body
and the country of origin of raw materials. The organic product must always be
accompanied by an appropriate certificate, which is confirmed annually. It is therefore
very important to explain to customers the benefits of organic products and meaning
of the marking with “Eurolist”. It is necessary to conduct an information campaign, to
place billboards with “Eurolist”, to motivate sellers to provide clarification concerning
organic products.
2. Regarding the choice of the most suitable organic standard for certification, it
primarily depends on the end-consumer of organic products. The most important
importing countries of organic products and a growing number of producing countries
of organic products regulate the organic market, that is, products must be certified in
accordance with the applicable regulations/standards in order to be sold in the relevant
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