MARKET TRENDS, PREFERENCES AND DEMANDS OF ORGANIC FOOD PRODUCTS IN NEGROS OCCIDENTAL

Maria Corazon G. Acaba, Ace G. Mina and Cecil Mercado

Aligned with the national thrust towards the promotion of Organic Agriculture Industry, this study was made to determine market trends, preferences, and demands for organic food products in Negros Occidental. Survey questionnaires were done to assess customers’ preferences and demands. Personal interviews were done with selected major organic food market players to extract organic farms’ information on estimated sales volume and market trends. The data used in the macro-environment analysis came from various sources using External Factor Evaluation (EFE) while its internal strengths and weaknesses were evaluated using Internal Factor Evaluation (IFE).

The EFE value is 2.92 which suggest a minor response in utilizing the opportunities towards market threats while its IFE is 3.67 which suggests a minor ability to exploit its strengths and capabilities to overcome against market forces. When EFE and IFE scores were plotted on Internal-External Matrix. Negros Organic Market is located at Cell 11, which suggests that it shall utilize a Grow and Build Strategy to remain it competitive edge in the food market industry. The suitable marketing strategies are market penetration, market development, and product development. From organic farmers’ perspective, a backward integration, forward integration, and horizontal integration should considered.

The total market size of organic food product in Negros Occidental is approximately Php 717 M. Market demands for Organic crops accounted for Php 55.6M in sales value while market demand for organic livestock, probiotic poultry meat and eggs accounted for Php 662,000 sales value.

Keywords: organic food products, grow and build strategy, organic market