Detailed Case Study Analysis of Organic Food Market Events

This case study analyzes the Kings Cross Organic Food Market, focusing on its events and their impact on various aspects of organic food production and community engagement. The analysis covers event goals, purpose, location, duration, and the program itself. It explores the relationships between corporate and community stakeholders, the governance of the market, and the expected impacts of the events on society, including the benefits for farmers and consumers. The study highlights the market's role in promoting sustainable and eco-friendly practices, supporting local farmers, and fostering cultural exchange through its events. The events are organized to promote the local growth of organic produce, educate consumers, and showcase the culture of the country. The conclusion emphasizes the market's contribution to the sustainability of organic products, strengthening farmer-consumer relationships, and supporting small-scale organic production.

Running head: CASE STUDY ANALYSIS OF ORGANIC FOOD MARKETS
CASE STUDY ANALYSIS OF ORGANIC FOOD MARKETS
Name of the Student
Name of the University
Author Note

1CASE STUDY ANALYSIS OF ORGANIC FOOD MARKETS
Executive Summary
The report is based on the analysis of the case study of the Kings Cross Organic Food Market
which organises events related to the production and sales of organic food products. The
events are analysed based on the impacts that they have on the different aspects of organic
food production. The relationship between the producers and the end-users are also analysed
in the report. The other aspects include, the location of the events, the duration of the events
and the planning of the events. The impacts of the event on the society is also discussed in the
report. The report is concluded by stating that the events can affect the lives of the farmers
and the natives as well.

2CASE STUDY ANALYSIS OF ORGANIC FOOD MARKETS
Table of Contents
1.Introduction.................................................................................................................3
2.Goals, purpose and objectives of the event.................................................................3
2.1 Goals of the event.................................................................................................4
2.2 Purpose and objectives of the event.....................................................................4
3.Location, duration and event program........................................................................5
4.Corporate and community stakeholder relationships..................................................5
5.Governance.................................................................................................................6
6.Expected impacts of the event.....................................................................................6
7.Conclusion...................................................................................................................7
References......................................................................................................................8

3CASE STUDY ANALYSIS OF ORGANIC FOOD MARKETS
1.Introduction
The analysis is based on the case study of Kings Cross Organic Food Markets which
are known for supplying organic food, gourmet produce, fresh fruits, vegetables, patisserie,
bread, seasonal productions from the farmers, French and local cheese, salaami, salmon and
many more. The markets are friendly to the communities are they offer all types of products
that are required for the daily or weekly usage of the people. The products that are offered by
these markets are sustainable and eco-friendly in nature (Aschemann‐Witzel and Zielkeb
2017).
The interaction with the other foodies in the area who are also fun-loving in nature is
also facilitated in these markets. The markets organise many special events for the natives of
that area. These events help in bringing all the people of the community together and they can
also interact with each other in these events. The report is mainly based on the discussion
about these events and the ways by which these are organized successfully so that they bring
together the people from the different communities (Brantsæter et al. 2017).
2.Goals, purpose and objectives of the event
The Kings Cross Organic Food Markets are always full of local residents and tourists
on Saturdays. The main offerings of the food markets are mainly bacon, coffee, egg roll and
many other products related to fresh produce. The markets also offer many games that can
engage the local residents and the tourists as well. The organic markets are in operations for
more than 15 years. In the initial stages they were known to offer organic produce that are
certified and some were also sourced from bio-dynamic producers. The increasing interest of
the public towards the market and the food as well has helped in increasing the profitability
(Buder, Feldmann and Hamm 2014).

4CASE STUDY ANALYSIS OF ORGANIC FOOD MARKETS
2.1 Goals of the event
The organic food markets have become a place which has something to offer for
everyone. The markets also organise events that are mainly aimed towards the communities
and the local natives as well. The objective of these events is to promote the farmers and their
local produce so that they can reach all the markets across Australia and the natives can get
the benefits of fresh and organic food products as well (Strassner et al. 2015). The food
products that are sold in these markets are sourced directly from the farmers and the chefs as
well who are able to provide organic and handmade food. Another major goal of these events
is to strengthen the relationship between the farmers who are producers of the food products
with the consumers or the end users of these products (Goetzke, Nitzko and Spiller 2014).
2.2 Purpose and objectives of the event
The new concepts that are related to the produce of food products, like seasonality are
also introduced in these events. There five major values that are related to the organization of
these events are, origin of the products, authenticity of the products, knowledge about the
different products, sustainability of the products and the excellence of the products as well.
The major intention of this event is to support the local growth of the organic produce that are
grown by the farmers and promote the local organic produce in such a way so that they can
increase its popularity. The consumers are also further educated about the different benefits
related to the consumption of fresh and organic products. The concept of sustainable food is
also discussed with the consumers and the tourists who come to visit the events from many
different countries (Hemmerling, Hamm and Spiller 2015). The events also have a cultural
side to it which helps in showcasing the culture of the country and the natives to the tourists
who visit the place from other countries. The events organised by these food markets

5CASE STUDY ANALYSIS OF ORGANIC FOOD MARKETS
therefore provide a useful way to bring the natives of the area and the tourists together so that
cultural exchange can also happen in the process.
3.Location, duration and event program
The location of the events is the Kings Cross area, at the Fitzroy Gardens located on
the corner of Darlinghurts Road and Macleay Street in Sydney. The different events that are
organized are, Double Bay Festival, Adventure Travel Expo. The Rising Tide Music Festival
has been held at the North Narrabeen Reserve in Sydney. The music event was comprised of
40 stalls, 23 bands and 3000 attendees. The other events that are organised by the food
markets are, Wine & Food Fairs, street festivals, twilight markets and exhibitions (Hempel
and Hamm 2016). The events take place for two to three days and the timing is from 8 a.m. to
2 p.m. The event is mainly organised on Saturday and Sunday of alternate weeks. The King’s
Cross Saturday farmers market is organised for the natives of Sydney which offers gourmet
and organic food. A huge of number of stalls are setup in the market which serve organic
food, fruits and vegetables and prepared food as well. Full range of flowers, plants, nuts and
oils are also offered in these stalls. The stalls in the Saturday market are heaven for the
shoppers who visit this place (Kingscrossmarket.org 2018).
4.Corporate and community stakeholder relationships
The major stakeholders of the organization are the consumers or the natives of the
area where the market is setup. The tourists who visit the markets from other countries of the
world are also the stakeholders of these events. The other major stakeholder of the events is
the government and the other organizations which support these events. The traders who
supply the equipments are also major stakeholders of the organization. The relationship
between the traders, the producers and the consumers of the mentioned products are
strengthened with the help of the events that are organized on a periodic basis (Lairon and

6CASE STUDY ANALYSIS OF ORGANIC FOOD MARKETS
Huber 2014). The markets and the events are the major areas where the products are offered
and the interaction between the natives of the community can also take place easily.
5.Governance
The events are organised and managed by the Kings Cross Organic Market under the
administration of the Kings Cross cultural centre. The Kings Cross market is mainly
governed by the board of directors who have a lot of experience in this field. The
organization also has a knowledgeable staff base who are appointed to play their roles in the
management of the events the development of the business and the facilities as well. Kings
Cross also has a Creative Head who has the responsibility to look after the various functions
that occur in the development of the markets and organising the events. The chefs are
appointed who look after the cooking of food items and the fresh produce as well. The event
operations are taken care by the manager of Kings Cross Organic Market (Lee and Yun
2015).
6.Expected impacts of the event
The major impacts of the event that are organised by Kings Cross Organic Market are
mainly space or market that is created for the hand-made or artisanal products that are
designed by the chefs. The market is created for these products which are manufactured by
small organizations or they are sourced from the farmers as well. The main impact that is
expected from these events is the building of strong relationships between the farmers and the
consumers or the end-users. The contact that is established with the farmers helps in getting
the fresh products from the markets. The seasonal produce including the fruits and vegetables
are another major part of the entire process of the events (Marian et al. 2014).
The events can also have many social impacts which includes the promotion of the
fresh produce that are manufactured by the farmers. The promotion of these products can

7CASE STUDY ANALYSIS OF ORGANIC FOOD MARKETS
help in strengthening the relationships between the farmers and the tourists as well. Another
major impact of the events is the sustainability of the different products that are offered and
their effects on the health of the natives. The farming processes that are used by the farmers
to manufacture these produce are also sustainable in nature which further promotes the
environmental initiatives (Organicfoodmarkets.com.au 2018). The markets for the farmers
and the end-users are mainly organised so that they can showcase their products and attract
the natives and the tourists as well.
7.Conclusion
The analysis of the case study related to Kings Cross Organic Market has depicted
that the events that are organised by this company can support the major objectives that are
related to the sustainability of the different products that are offered. The gaps in the
relationship of the farmers and the end-users can also be fulfilled with the help of the events.
The usage of organic products for consumption and their health benefits can be successfully
supported by the events. The other major social impact of the events is that the farmers are
promoted successfully in the markets and the tourists can also experience the local produce.
The renewal of the locations where the events are organised is another major impact of the
events that are organised by the Kings Cross Organic Food Market. The small scale
production of the organic products is also supported by the event of Kings Cross Organic
Food Market. The sustainable processes of farming are supported by the events and markets.

8CASE STUDY ANALYSIS OF ORGANIC FOOD MARKETS
References
Aschemann‐Witzel, J. and Zielke, S., 2017. Can't buy me green? A review of consumer
perceptions of and behavior toward the price of organic food. Journal of Consumer
Affairs, 51(1), pp.211-251.
Brantsæter, A.L., Ydersbond, T.A., Hoppin, J.A., Haugen, M. and Meltzer, H.M., 2017.
Organic Food in the Diet: Exposure and Health Implications. Annual review of public
health, 38, pp.295-313.
Buder, F., Feldmann, C. and Hamm, U., 2014. Why regular buyers of organic food still buy
many conventional products: Product-specific purchase barriers for organic food
consumers. British Food Journal, 116(3), pp.390-404.
Goetzke, B., Nitzko, S. and Spiller, A., 2014. Consumption of organic and functional food. A
matter of well-being and health?. Appetite, 77, pp.96-105.
Hemmerling, S., Hamm, U. and Spiller, A., 2015. Consumption behaviour regarding organic
food from a marketing perspective—a literature review. Organic Agriculture, 5(4), pp.277-
313.
Hempel, C. and Hamm, U., 2016. How important is local food to organic-minded
consumers?. Appetite, 96, pp.309-318.
Kingscrossmarket.org (2018). Kings Cross Market | Kings Cross. [online]
Kingscrossmarket.org. Available at: http://www.kingscrossmarket.org/kings-cross/ [Accessed
9 Jan. 2018].

9CASE STUDY ANALYSIS OF ORGANIC FOOD MARKETS
Lairon, D. and Huber, M., 2014. Food quality and possible positive health effects of organic
products. In Organic Farming, Prototype for Sustainable Agricultures (pp. 295-312).
Springer Netherlands.
Lee, H.J. and Yun, Z.S., 2015. Consumers’ perceptions of organic food attributes and
cognitive and affective attitudes as determinants of their purchase intentions toward organic
food. Food quality and preference, 39, pp.259-267.
Marian, L., Chrysochou, P., Krystallis, A. and Thøgersen, J., 2014. The role of price as a
product attribute in the organic food context: An exploration based on actual purchase
data. Food Quality and Preference, 37, pp.52-60.
Organicfoodmarkets.com.au (2018). Organic Food Markets. [online]
Organicfoodmarkets.com.au. Available at:
https://www.organicfoodmarkets.com.au/traders.php [Accessed 9 Jan. 2018].
Strassner, C., Cavoski, I., Di Cagno, R., Kahl, J., Kesse-Guyot, E., Lairon, D., Lampkin, N.,
Løes, A.K., Matt, D., Niggli, U. and Paoletti, F., 2015. How the organic food system supports
sustainable diets and translates these into practice. Frontiers in nutrition, 2.

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