ZOFIA WYSZKOWSKA
Katedra Ekonomiki, Organizacji i Zarzdzania w Gospodarce ywno ciowej
Wydział Rolniczy
Uniwersytet Technologiczno-Przyrodniczy w Bydgoszczy Summary
The aim of the present study is to define the information needs and design knowledge base on ecological agriculture and ecological food market in Poland. De-tailed analysis aimed at identifying the lack of information in ecological food pro-duction and turnover in specific links of distribution channels.
Keywords: ecological agriculture, ecological food market, knowledge bases 1. Introduction
Since mid-1990s ecological agriculture has been developing rapidly in almost all European countries. At the beginning of 2004 the number of ecological farms and those in state of transition to ecological methods amounted to 166 731 in the whole Europe an the area of ecological farming - 6 284 234 ha [Willer, Yussefi 2005].
Dynamic development of ecological agriculture in western Europe results from growing con-sumers' interest in food produced without the use of chemical agents and in a region of low pollu-tion levels.
Without doubt, this was influenced by numerous cases of food safety risk, such as BSE ani-mal disease or dioxin and hormone detection, connected with industrial, highly intensive forms of agricultural production.
Institutional support has also played an important role in ecological agriculture development in Europe. Individual European countries not only subsidise ecological farming, but also help farmers with investment, support the market and processing, organise training and research, create specialised research institutes for ecological agriculture as well as model farms. Positive impact of ecological agriculture not only on food quality but also on natural environment, animals well-being, rural areas development through workplaces maintenance and creation in the country has been widely appreciated.
According to 1257/1999 order there is a duty in EU member countries to work out own - na-tional environmental programmes covering the issue of ecological agriculture.
Ecological food production is becoming an important trend in agriculture functioning in Europe and in the World.
As far as Poland is concerned, the number of ecology-oriented farms is low, in 2005 it amounted to 7 182 with the area of 159 709 ha of farmlands [Stan i tendencje... 2006]. In our country, in many regions there are favourable natural and structural conditions for such form of
farming. As indicated by scientific research [akowska-Biemans 2003], there is a numerous group of consumers in Poland who declare they buy ecological food. Because the share of ecological food in general foodstuff turnover is still small, we must state certain overestimation of eco-consumption among the respondents. Nonetheless, this is a sign that Polish consumers show inter-est in ecological food purchase.
2. Research Aim and Methodology
The aim of the present study is to define the information needs and design knowledge base in ecological agriculture and ecological food market in Poland. Detailed analysis aimed, among oth-ers, at identifying the lack of information in ecological food production and turnover in specific links of distribution channels. Research material was composed of data collected at ecological processing plants. It was gained through direct interview with companies owners. Also secondary data from reports, legal acts and ecological agriculture programmes were used in this study. 3. The Notion of Ecological Agriculture
Ecological agriculture means "the system of farming which, activating natural production mechanisms through application of natural, unprocessed agents, assures permanent soil fertility and animals health and high biological quality of agricultural production" [Sołtysiak 1995]. The purpose of ecological agriculture is to maintain balance between the resources of ecology and the requirements of economy [Stawicka 2004].
4. Unique Characteristics of Ecological Food and its Market
According to a binding regulation, ecological products are characterised by:
- content of agricultural ingredients produced with ecological methods, more specifically: - products containing more than 95% of ecological ingredients can be labelled as
coming from ecological farming,
- products containing 70-95% of ecological ingredients can only have a notice in "Ingredients" section [Sołtysiak 2003], until 31.12.1997 a lower content of ecological ingredients was in effect and it constituted the minimum of 50% [Rathke 2000];
- not having undergone ionising radiation processing;
- the fact that no genetically engineered organisms and/or products of such origin have been used in the production process;
- limited use of additives or substances that facilitate technological processes within production.
Only products produced as above can be labelled and advertised as "organic", i.e. products of ecological farming.
Ecological product label, apart from obligatory elements forced by the fact that they are food products, should additionally contain the name and/or the code of a unit who supervises the com-pany in respect of production or processing with use of ecological methods.
Experts estimate that the value of European ecological products market amounts to 11 billion USD and that it is one of the most dynamically developing market segments. Specialists predict that the sale of ecological food in EU will be increasing year by year by 5-10%, and in Poland - by 20-25% [ywno ekologiczna... 2006]. It must be noted, however, that the share of ecological
food in overall foodstuff turnover in European countries is still small. Even in Austria - an EU bioleader as regards the number of ecological farms - it is only 3,1% [Klingbacher, Pohl 2004].
In Poland ecological products market is at an early stage of development. Despite the fact that 20%-40% of Polish consumers declare that they buy ecological food, its market share is estimated to be less than 1%. According to Ms akowska-Biemans [2003] this originates from the fact that consumers do not have sufficient knowledge concerning ecological food labelling and, at the the same time, the labelling is not always carried out by various companies with due care.
5. Lack of Information in Examined Companies' Opinion
During interviews respondents were asked to name pieces of information that they were espe-cially interested in [Koreleska 2006]. The survey revealed that the most expected one was the image of consumer, his needs and preferences (3). The entrepreneurs would like to learn about exact consumers needs in relation to different categories of products, for instance, find answers to questions like "What types of bread is a consumer looking for?" The need for such information indicates modern orientation of companies who understand that most of all they should take ac-count of fulfilling clients needs. What is more, this fact reveals further need for research in the field.
One of the companies declares interest in information concerning the possibility of coopera-tion with academic centres in order to create new ecological products and improve existing ones.
Among pieces of information required by entrepreneurs there is also one about the places of raw materials purchase. It seems an interesting initiative to place address bases of ecological farms on the Internet in other countries. As the number of companies connected to the Internet is still growing, the access to such information, at least for some, would be easier.
Other entrepreneurs would also appreciate:
- the access to economic information (company running consultancy, information on produc-tion profitability within different scales, assistance with calculaproduc-tions) (1),
- information on periodicals and publications dealing with ecological processing (1), - information on state policy in the scope of ecological agriculture (1).
Processing-plants owners were also asked which information, in their opinion, is missing. They stated that there is no information on ecological products aimed at consumers (3). The entrepre-neurs emphasised unsatisfactory level of consumers' knowledge and the need for education. One company named lack of medical information and indicated lack of scientific research on the influ-ence of ecological products consumption on human health (1). Such research, in entrepreneur's opinion, would provide an unequivocal answer to a question of ecological food significance in human nutrition.
Moreover, it was indicated that there is lack of information for processing-plants owners concerning consumers' needs and preferences (2) and places of raw materials purchase.
6. Optimal Flow of Information and the Idea of Knowledge Bases Creation in Support of Ecological Agriculture and Ecological Food Market Development
Proper decision-making in individual enterprises, as well as - in a broader view - in governing centres is only possible if based on accurate and current information. Therefore, enterprises as well as governing centres ought to collect and analyse such information in a continuous way.
That being so, the expected flow of information in ecological food market could be composed of the following stages:
Stage 1 - passing data from supply and demand areas to consultancy centres or research insti-tutes,
Stage 2 - data analysis in academic units, transformation of data into information and knowledge in this field,
Stage 3 - the transfer of information and knowledge to Integrated Information Centre for Ecologi-cal Agriculture and EcologiEcologi-cal Food Market, whose task would be to create and manage knowl-edge bases (Graph 1).
Graph 1. Diagram of Information System Source: Own work
producer processing sales person consumer
plant
DATA
universities research institutes consultancy centres INFORMATION KNOWLEDGEIntegrated Information Centre for Ecological Agriculture and Ecological Food Market
(CZIdREiRPE)
KNOWLEDGE MANAGEMENT
To ensure better, more efficient access to data the organisational structure of the centre might consist of one Headquarters (HQ) and several Regional Centres (RC). We could make a provi-sional assumption that the Regional Centres of Integrated Information Centre for Ecological Agri-culture and Ecological Food Market would be set up at universities or centres for agricultural con-sultancy. Besides, the Centre should enter into cooperation with institutions and organisations dealing with ecological food production and turnover operating in other member countries of EU, other European countries and countries situated outside Europe (Graph 2).
Legend:
1 – institutions and organisations connected with ecological food production and turnover in EU 2 – institutions and organisations connected with ecological food production and turnover in Europe and in the world
HQ – Headquarters RC – Regional Centre
Graph 2. The pattern of data gaining in geopolitical system Source: Own work
HQ
RC
RC
RC
RC
P O L A N D
1
2
The Headquarters (HQ) should be composed of several units responsible for the management of knowledge from the scope of technology, financial analysis, marketing, legal regulations and the current address base of ecological farms, processing plants and retail outlets. Each of these organisational units would be responsible for setting up topic-organised bases, which would in turn make up one central base of knowledge. The basic condition of its proper functioning would be its systematic updating and control (Graph 3). Programme Council would constitute the main superior unit of Headquarters. The Council would be composed of the representatives of various circles connected with ecological food production and turnover, including practitioners and theoreticians in the field.
Graph 3. Organisational scheme of the Integrated Information Centre for Ecological Agriculture and Ecological Products Market Headquarters
Source: Own work 7. Conclusion
The research and analysis lead to the following conclusion:
1. Ecological companies in question indicate lack of information, mainly in the field of consumers' preferences and the need for information campaign about ecological products.
2. In Poland there is some disruption in information flow within ecological food market, due to which the need arises to facilitate this process through creation of knowledge bases that would comprise information on ecological agriculture and ecological food market.
PROGRAMME COUNCIL Department of ecological production technology knowledge management Department of financial knowledge management Department of marketing knowledge management Department of legal knowledge management B1 B2 B3 B4 CENTRAL BASE CONTROL UPDATING
TRANSFER OF KNOWLEDGE TO PARTICULAR RECIPIENTS
R3
Bibliography
1. Klingbacher E., Pohl A. Oekologischer Landbau in Oesterreich 2004.
2. Koreleska E. 2006. Funkcjonowanie i rozwój gospodarstw ekologicznych. Praca doktor-ska. SGGW Warszawa 2006.
3. Rathke K.D.,Weitbrecht B., Knopp H.J.: Oekologischer Landbau und Bioprodukte. Der Oekolandbau in Recht und Praxis. Verlag C.H.Beck, Muenchen 2002.
4. Sołtysiak U.: O kryteriach w rolnictwie ekologicznym. [W:] Sołtysiak U. (red.): 1995. Rolnictwo ekologiczne od producenta do konsumenta. Stiftung Leben und Umwelt, Warszawa, s. 13.
5. Sołtysiak U.: Certyfikacja w rolnictwie ekologicznym w wietle wymogów prawnych. [W:] Harmonizacja polskiego prawa ochrony rodowiska ze standardami europejskimi. Rolnictwo ekologiczne. RCDRRiOW w Przysieku, Przysiek 2003.
6. Stan i tendencje rozwoju rolnictwa ekologicznego w Polsce. Raport IJHARS, Warszawa 2006, s. 1-2.
7. Stawicka J., Szymczak-Pitek M., Wieczorek J.: 2004. Wybrane zagadnienia ekologicz-ne. SGGW, Warszawa, s. 136.
8. Willer H. Yussefi M.: The World of Organic Agriculture - Statistics and Emerging Trends 2005. IFOAM, Bonn, 7th, revised edition, July 2005, s. 118.
9. akowska-Biemans S. 2003. Socjoekonomiczny profil konsumentów ywno ci ekolo-giczne. SERiA, Warszawa-Pozna-Koszalin, t. V, z. 3, 223-227.
10. ywno ekologiczna – dystans do nadrobienia. Przemysł Spoywczy 1/2006. http://www.roleski.com.pl
Ewa Koreleska
Katedra Ekonomiki, Organizacji i Zarzdzania w Gospodarce ywno ciowej
Wydział Rolniczy
Uniwersytet Technologiczno-Przyrodniczy w Bydgoszczy ul. Kaliskiego 7 85-789 Bydgoszcz
e-mail: eferenc@mail.atr.bydgoszcz.pl Zofia Wyszkowska
Katedra Ekonomiki, Organizacji i Zarzdzania w Gospodarce ywno ciowej
Wydział Rolniczy
Uniwersytet Technologiczno-Przyrodniczy w Bydgoszczy Kaliskiego 7 85-789 Bydgoszcz
