The Possibilities for Organic Products in the Balaton Region’s Development

Nezdei, Csilla

Keywords: Balaton, organic farming, niche products, marketplace selling, rural development, Q13, R58

The study presents what kind of effect organic products – as niche products – have, from a geographic point of view, due to the continuously growing role of health and environmental consciousness today in the Balaton Resort Area (BKÜ). This touristic destination may generate potential consumer demand in both inhabitants and tourists, which may create favourable environment for the establishing and developing of organic farming, job opportunities and the sustainable development of the region as well.
The secondary resource analysis was established the development impact of the support content income through the Rural Development Program and the main socio-economic factors of the BKU based on statistical databases. The last one is illustrated the limitations of organic farming as a niche market option. The interview with a professional on the organization of bio-certification of farms summarizes the characteristics of the direct of bio production, product structure, producer co-operation and sales. In-depth interviews could be made by standardizing the contact lists of organic farmers in the region, revealing the basics of operation, the product profile, and the role of earning and employment. To use different sales channels is due to the formed purchasing/customer group and the distrust and price sensitivity of Hungarian buyers. Organic products can specialize in producer markets for rural development, supporting local (organic) producers’ simple market access. The number of local organic farmers, the type of product or the degree of processing make it possible to expand the market offerings to a small extent. The poor capacity utilization is due to the lack of human and material resources. The marketing strategy of organic products can target two target groups: locals (families with small children, qualified residents, people with health problems) and tourists. The last one can also mean a higher income for the farmer due to the higher price level because of a casual payer, and therefore the choice of geographical location is of paramount importance. Because of the quantitative and qualitative characteristics of organic products, marketplaces and occasional events, compared to the supplier system, offer a good opportunity for product promotion or regular appearance.
The development of local producers’ markets and bio markets among the high-income population, especially in urban areas and settlements, can be useful. Creating local (bio) markets as a multifunctional space ensures economic sustainability and the return on infrastructure. The solvency demand and product development are indispensable to the sector.

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