Evaluation of demand for organic agricultural products in the Maltese Islands

Abstract

This thesis evaluated demand for organic agricultural products in the Maltese islands to see if there is enough demand to have feasible local organic production. The research data was collected from sellers of fresh agricultural products in the form of interview samples by which an idea of the current organic demand in the Maltese islands could be formulated. The sellers where asked a set of questions that gave an idea of demand for organic products in each locality in Malta and Gozo. A further set of questions lead to the evaluation of demand for organic products by means of four factors: the strength of occurrence in localities, the origin of demand depending on nationality, the origin of demand depending on social class and the general idea of health awareness for agricultural products. This thesis showed that there is relatively a low demand for organic agricultural products however it is distributed among few localities. Malta has a higher demand for organic products (37.7%) than Gozo and Comino (25.4%). The percentage for Malta is further divided in only 19.5% often demands (i.e. demands that occur weekly), 69.5% rare demands and 11 % only-once demands (i.e. demands registered only once). For Gozo the percentage is further divided in only 20% often demands, 70% rare demands and 10% only-once demands. The localities experiencing the best organic demand i.e. the 19.5% and 20% often demands, were Sliema, Zurrieq, San Giljan, Lija, Mqabba, San Pawl, Mellieha, Attard, Swieqi, Msida, B'Kara and Rabat (Gozo). This distribution can make production of local organic agricultural products feasible if the producers are few and the right areas are targeted for sale. From the research it was also possible to conclude that the demand for organic products originates mainly from middle-class local people both In Malta and Gozo. Organic demands originates 79.2% from locals in Malta and 60% from locals in Gozo while only 6% of the demand in Malta originates from foreigners and 20% from foreigners in Gozo. In Malta 14.8% of the demand originates from both locals and foreigners and in Gozo 20%. In Malta 64% of demand originates from middleclass people, 12.2% from high class people and 24.4% originates from people with a good general knowledge. In Gozo 40% of the demand originates from middle-class people, 20% form high class people and 40% from people with a good general knowledge. This research will hopefully be of use to local producers of organic agricultural products so as to find areas where demand for their products is relatively high and where people will be willing to pay that little extra to purchase their produce.