Management & Marketing no. 3/2014

An insight into Romanian organic wine farming

Laura Gabriela Istudor,
Bucharest University of Economic Studies, Romania

Abstract. Sustainable development is a term we hear every day in the media, and not only, because it is an important matter all over the globe. Nations turn towards sustainable development, since in the latest years we started hearing more and more that our planet’s resources are finite, and we are getting close to finishing them. Given the fact that the sector of the food industry is in full development, the market is not yet saturated and there are a lot of opportunities for businesses. In this viewpoint, I analyze the expansion of the organic farming sector in Romania and the practices used in organic agriculture. People’s interest in healthy living and the demand for organic products makes the sector of organic farming to be subject to a continuous expansion and improvement process. My analysis focuses on the production of organic wine in Romania, which is in its incipient phases and is not very popular among Romanian consumers. I present statistical data from the Ministry of Agriculture and Rural Development of Romania on the expansion of cultivated areas during the past seven years, as well as the changes in number of operators in the organic farming sector, I go forward to analyzing the European Commission legislation in the field, as well as the legislation of our country. The results obtained show that operators and mainly producers of organic products, organic wine in particular, lack popularity among Romanian consumers because of a low level of marketing for their products. When sales are low on the internal market, the sales on the external market are also low or non‐existent.

Keyword: organic forming, sustainable agriculture, organic wine, marketing, Romania.

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