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).
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).
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).
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 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.
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).
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 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.
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).
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 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.
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.
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: https://www.kingscrossmarket.org/kings-cross/ [Accessed 9 Jan. 2018].
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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