Kogukonna poolt toetatud põllumajanduse (CSA) nõudlus Eestis
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Kuupäev
2015
Kättesaadavus
Autorid
Ajakirja pealkiri
Ajakirja ISSN
Köite pealkiri
Kirjastaja
Abstrakt
Praegusel ajal on Eestis põllumajanduslik väiketootja küllaltki kehvas seisus võrreldes
suurtootjaga. Väiketootja ellujäämise üheks võimaluseks on arendada otseturundust. Eestis
on tarbijal küll võimalik saada toitu otse tootjalt, aga tarbijal puudub kohustus seda osta.
Kogukonna poolt toetatud põllumajanduse (CSA) mudeli puhul, aga jagab tarbija
põllumajandusliku tootjaga tootmisega seotud riske. Mis tähendab, et tarbija ostab aktsia,
mille eest saab vastu hooaja jooksul põllumajanduslikku toodangut. CSA meetod on kasulik
mõlemale poolele, tarbija saab tervisliku toidu ja tootja saab garantii, et tema kaup kindlasti
ära ostetakse. Seega antud mudel võiks Eesti väiketootja jaoks olla võimaluseks luua endale
kindel kliendibaas. Antud töö eesmärgiks oligi välja selgitada, kas Eestis oleks tarbijapoolset
nõudlust CSA mudelile. Selleks analüüsis autor toidu nõudlust käsitlevat kirjandus ja viis
läbi ankeetküsitluse. Uuringust selgus, et tarbijaid mõjutavad toidu ostmisel kõige rohkem
maitse, tervislikkus ja see, et köögiviljad oleksid ökoloogiliselt puhtad. Toiduga seotud
tegevuste osas peab tarbija, aga oluliseks süüa värsket ja tervislikku toitu ning valmistada ise
toitu. Erinevatest võimalustest osta toitu otse tootjalt meeldisid tarbijatel küll kõige enam
taluturg ja mahetoitu müüv toidupood, kuid 61% vastajatest olid ka huvitatud CSA mudelist.
CSA-ga liitumisel pidasid tarbijad oluliseks aktsia hinda, kauba kättesaamise punkti ja kauba
valikut. Uurimuse andmete põhjal selgus ka tõsiasi, et Eesti tarbija on küllaltki hinnatundlik.
Enamus tarbijad ei ole valmis maksma CSA aktsia eest kõrgemat hinda kui 450 € ja väga
vähesed tarbijad maksaksid CSA aktsia eest rohkem kui 750 €
At present-day, small agricultural producers are in a quite poor state compared to major manufacturers. One way for small producer to survive is to develop direct marketing. Although, in Estonia, consumers can get food directly from the producer, the consumer has no obligation to purchase. In community supported agriculture model, consumer and producer share production-related risks. It means that the consumer buys a share and receives agricultural production throughout the season. CSA method is beneficial to both parties: the consumer gets healthy food and the producer gets a guarantee that his goods will be purchased. Therefore, CSA could be a good way for small producers to create a solid consumer base in Estonia. The aim of this research was to find out if there is a consumer demand for CSA in Estonia. For this, the author analyzed the literature related to the food demand and conducted a survey. The research showed that when buying food, consumers are most influenced by the taste, healthfulness and if the vegetables are ecologically clean. Most important food related activities for consumers are eating fresh and healthy things and preparing food by themselves. Although consumers mostly prefered to buy food from farmers market and organic food shop, 61% of the respondents were also interested in CSA model. Most important factors to join the CSA were the price of the share, delivery location and the choice of goods. The survey results also revealed the fact that Estonian consumers are quite price-sensitive. Most consumers would not pay higher price than 450 € for the share of CSA and very few consumers would pay more than 750 €.
At present-day, small agricultural producers are in a quite poor state compared to major manufacturers. One way for small producer to survive is to develop direct marketing. Although, in Estonia, consumers can get food directly from the producer, the consumer has no obligation to purchase. In community supported agriculture model, consumer and producer share production-related risks. It means that the consumer buys a share and receives agricultural production throughout the season. CSA method is beneficial to both parties: the consumer gets healthy food and the producer gets a guarantee that his goods will be purchased. Therefore, CSA could be a good way for small producers to create a solid consumer base in Estonia. The aim of this research was to find out if there is a consumer demand for CSA in Estonia. For this, the author analyzed the literature related to the food demand and conducted a survey. The research showed that when buying food, consumers are most influenced by the taste, healthfulness and if the vegetables are ecologically clean. Most important food related activities for consumers are eating fresh and healthy things and preparing food by themselves. Although consumers mostly prefered to buy food from farmers market and organic food shop, 61% of the respondents were also interested in CSA model. Most important factors to join the CSA were the price of the share, delivery location and the choice of goods. The survey results also revealed the fact that Estonian consumers are quite price-sensitive. Most consumers would not pay higher price than 450 € for the share of CSA and very few consumers would pay more than 750 €.
Kirjeldus
Märksõnad
kogukonnad, põllumajandus, nõudlus, põllumajandustoodang, turundus, Eesti, bakalaureusetööd