With organic food making inroads into mass market retailers such as NTUC Fairprice and Cold Storage, the potential exists for marketers to build on the current loyal customer base through a strategy of franchising retail
Graph 2: Box plot of price premium enjoyed by organic food products for each food category (in percentages)
outlets or expanding outreach through direct sales or internet sales, with the latter having the advantage of reducing the current high mark-ups at the retail level. The availability of sources for organic fruits and vegetables in neighbouring countries like Malaysia, Indonesia and Thailand will be a crucial factor in deciding whether organic food can appeal to a broader group of local consumers.