oa Journal of Marketing - Striking the balance between affordability and freshness - is organic worth it?

Volume 2011, Issue 10
  • ISSN : 1811-9565



Having owned and run the Fruit & Veg City (FVC) stores in Johannesburg and Pretoria for the past 11 years, Sandro Gastaldi has his finger on the pulse when it comes to what consumers want from a fresh produce brand. Top of mind for many 21st Century consumers is the need for organic products to be included in the offering, and with this in mind Gastaldi shares his thoughts on the importance for FVC to consider organic as part of its retail and marketing strategy.

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