Varför finns det så lite svensk ekologisk frukt? : probleminventering av den svenska ekologiska fruktbranschen

Sammanfattning: Out of totally 1862 hectares of the Swedish fruitacerage, only 142 hectares are cultivated according to the EU-standards for organic farming. Only 73 hectares are connected to the Swedish control organisation KRAV. Therefore only fruit from this acreage can be sold as organic. The aim of the study was to further investigate the organic fruit production regarding cultivation, market and firm strategy. Through interviews with 36 fruitproducers the situation for organic fruit and the companies were examined. Most of the companies are old and small with an average of 2 hectares. The major problems are apple scab (Venturia inaequalis), apple fruit moth (Argyresthia conjugella) and weeds. These problems constitute an obstacle for further development of the organic fruit production. The individual and the attitude towards the company and the product also play an important part. Many growers focus on producing high quality fresh fruit to compete with conventional fruit. Refining the fruit and offering new products can probably make the market for organic fruit wider, and tempt more growers to cultivate organic fruit. Four importers of fruit and vegetables were also interviewed. According to them there is a demand for organic fruit. The customers do not specifically ask for Swedish organic fruit, but the consumer would probably choose Swedish fruit rather than imported if there was a possibility to choose. The growers themselves suggest that a better communication between market, research and growers is desirable. There is also a lack of contact among the growers themselves. It would strengthen the organic growers to unite to be able to better market the products and to exchange information and knowledge. Describing Porters Diamond Model opened the study and the Swedish fruitmarket was examined from the model. There are shortcomings in the branch concerning Related and Supporting Industries, Firm Structure and to an extent Demand Conditions. The Balanced Scorecard has also been accounted for in the study. A conclusion is that the Balanced Scorecard can give a solid ground of factors important for the companies.