Critical factors affecting the future of the Greek market of organic produce

Since the early 1990s, organic agriculture in Greece has gained considerable momentum. However, the sector is, still at an early state of development: its institutional framework is far from being consolidated; "organic" policy is confined to a typical implementation of "organic" EU regulations; marketing channels are limited while Greek consumers appear to lack understanding of the concept of organic food. The present study attempts a qualitative exploitation of key success factors for the sector's further development. Case study research in the form of in-dept interviews with a selected group of leading "organic" experts is employed to provide information on the sector's current institutional framework, the components of a sound "organic" policy, the marketing of organic produce and the respective consumer/producer attitudes.