The contradiction between production, marketing and consumption of organic food: supply of organic products in the city of Barcelona

Abstract

This paper aims to reflect on the possible contradictions that occur between the marketing of organic food that can be found in the usual places and the principles underlying the production philosophy of these. For this purpose is a sample of products that include the categories of the most consumed by the general public (fruit, vegetables, dairy products, etc.) and identify their geographical origins. The place in which the study is conducted is the city of Barcelona (Catalonia, Spain) and it will visit a selection of shops dedicated solely to the sale of organic products and a choice of department stores that have a section differentiating organic food. The results show how the number of organic products found on the shelves of the stores produced in remote geographical site marketing is considerable. Therefore, it calls into question one of the pillars that underpin the ecological philosophy: the proximity of the producer. Hence, that can corroborate the “conventionalization” of organic farming, something that already alerted some authors several years ago. The potential role of organic products with regard to sustainability, the attitude of the authorities and consumer access to these products in the near future will be important issues in the social debate.