The area devoted to organic table fruit production in Switzerland remained virtually unchanged from the 1930s to the mid-1980s. However, during the last decade there has been a fivefold increase in the production area, approaching a total of 340 ha in 2000 (4.8% of the total area of table fruit production). Factors contributing to this dramatic increase include (1) new and effective non-chemical methods for pest and disease control, (2) improved management and production techniques from research and extension programs, (3) increased marketing of organic produce by supermarkets due to consumer demand, and (4) change in Swiss government policy that began to subsidize ecological performance rather than farm production. A 1994 poll of consumer demand indicated that 3 to 5% of the total apples marketed in Switzerland was organically grown, and projected a total market share of 10% in the near future. Despite this, conventional fruit growers are hesitant to convert to organic production methods because of certain risks involving (1) selection of varieties, (2) pest and disease control, (3) crop hectarage controls, (4) weed control, and (5) tree nutrition. Research and development programs are attempting to deal with these problems, to reduce the level of risk with organic production. Nevertheless, ecological considerations to optimize fruit production are strongly dictated by market conditions and consumer demand. Finally, the development of a stable organic fruit production sector will require that retailers and supermarkets make certain concessions for marketing organic fruit.

The strategic implications of a major, unique effort in the U.S. to expand organic food and agriculture are examined in this article. The authors recently completed an evaluation of the Upper Midwest Organic Marketing Project (UMOMP), funded initially by The Pew Charitable Trusts, and under the guidance of the Midwest Organic Alliance (MOA). The UMOMP was designed to increase the land area under organic production in North Dakota, South Dakota, Minnesota, Iowa, and Wisconsin. On the supply side, the focus was on organic grain, edible bean, and dairy commodities. On the demand side, an increase in organic food consumption was the focus in the Minneapolis—St. Paul metropolitan area. The UMOMP not only encouraged growth in demand, but also aided in the creation of necessary regional organic production, processing, distribution, and retail infrastructure. The UMOMP was generally successful, notably in the increased involvement of mainstream grocery stores in providing and promoting organic food products. Part of this success was due to the MOA's help in forging broker and distributor connections between mainstream stores and regional and national organic suppliers. A broad-based public awareness campaign about organic food and agriculture was another important element in the UMOMP strategy. The organic production and marketing educational effort should help to enable future expansion of organic hectarage. However, serious national or regional strategies to encourage organic farming probably will need other elements as well. Such strategies will involve some fundamental issues about the future structure and nature of organic farming and food systems, e.g., whether organic agriculture can remain centered on small- and moderate-sized family farms that operate in a somewhat independent and entrepreneurial fashion. Whether organic agriculture can be a vehicle for encouraging food systems that are more regional in geographic scope is a related issue. Preserving an organic farming and food system that differs substantially from the presently evolving “industrial” system may necessitate a slower and more deliberate approach than was used in the UMOMP. However, that could involve some sacrifice in the rate of growth in organic supply and demand.