Don't stir up organic food as a "luxury"

If ■ organic products want to win a broader market, it may not work to take the "luxury" route and blindly raise prices. Divorced from the actual pricing, not only can not play the role of "leverage" to move demand, but will leave the impression of "hype" and "unreliable" in the minds of consumers.

Recently, a price list of organic products from an enterprise's product order meeting has triggered a heated discussion among netizens. On this price list, the price of a jin of organic rice reaches 63 yuan, a jin of organic miscellaneous grains costs more than 60 yuan, and a 500 ml portion of organic soybean oil costs as much as 239 yuan. Whether organic products are worth eating and affordable has become the focus of attention for the time being.

Organic food, a concept unfamiliar to many consumers a few years ago, has come into people's daily life. When you go to a large supermarket, it is not difficult to find the organic food area with conspicuous location and exquisite decoration; on the e-commerce website, all kinds of organic food have also become the focus of marketing and promotion.

Pesticide residues, excessive chemical fertilizers, improper ripening agents. These frequent exposure of food safety incidents, stinging the nerves of consumers, but also focus on "natural, healthy, pollution-free" organic food reputation is growing. In the eyes of consumers, the relatively stringent production conditions of organic food have become safety valves to ensure the safety of the "tip of the tongue".

However, organic food, which has a good impression in the minds of consumers, is "stumbled" by the price in reality and encountered the embarrassment of "applause". Half a jin of chicken hair vegetable is more than 20 yuan, and a jin of spinach is more than 40 yuan. Compared with ordinary products, the price of organic products is often several times or even more than ten times higher, which is described by some consumers as "selling the price of health products." many consumers admitted that they saw organic food at first glance. I can often be attracted by beautiful sales, but when I look at the marked price, I back down again.

The quality of some organic products is difficult to match their high prices. Because the standardization of the industry is not strong, some enterprises that only promote the concept of "organic" and raise product prices have neglected quality control in the production process, resulting in mixed quality of organic products in the market, and it is difficult for consumers to distinguish between true and false.

There is no denying that there are some objective reasons for the high price of organic products. The production base does not use prohibited substances such as pesticides within three years, the seeds have not been modified by genetic engineering technology, and the production base has no soil erosion and other environmental problems. These relatively stringent production conditions mean that the production scale of organic products is small, the manpower investment is large, the risk cost and transportation cost are relatively high, and the price is naturally higher.

However, if organic products want to win a broader market, it may not work to take the "luxury" route and blindly raise prices, and it will take some effort to tap the needs of ordinary consumers. Divorced from the actual pricing, not only can not play the role of "leverage" to move demand, but will leave the impression of "hype" and "unreliable" in the minds of consumers.

Product quality should also be paid more attention to. It is no exaggeration to say that in today's food field where the crisis of trust is spreading, organic food places many consumers' hopes on food safety. The organic industry has a higher degree of trust than other areas, but it is also fragile. In order to protect this trust, organic product certification companies need to make efforts in quality control. Only by producing more authentic reassuring products and allowing more people to enjoy "tongue-tip safety" can the development of the organic products industry have more staying power.