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The growing South African domestic organic food industry is a new feature of the recent structural shifts in food demand in the country. Consumer demand preferences for organic food impact on agricultural production methods due to the unintended positive consequences of improved soil fertilisation, increased productivity and increased use of indigenous knowledge. Understanding consumer demand for food, specifically organic food, in South Africa is becoming increasingly important as consumers’ attitudes and preferences strongly influence the direction of food retailers’ strategies. This study used a single bound dichotomous choice contingent valuation method (CVM) to analyse the determinants of organic food in SA, specifically organic fruit juice and wine. Data was collected from a CVM questionnaire administered to 550 respondents in a food retail store over 3 days. Findings from this study indicate consumers believe organic food is more nutritious and tastier than conventional food, organic agriculture benefits both small-scale and local farmers and that consumers require a guarantee of the organic origin of organic products. Emphasising these benefits and directly referring to the small-scale and local farmers from whom organic products have been procured in advertisement campaigns may improve retail marketing strategies for organic food. It also highlights that South African policy makers urgently have to finalise the promulgation of the draft legislation on organic standards to provide certainty to local consumers and hence a positive signal to current and prospective investors in the local organic industry. Empirical results from this study show that socio-demographic factors do influence consumer demand and supports the need for disaggregated food demand analysis in South Africa. Socio-demographic factors do influence South African consumers’ decision to purchase organic food and younger age increases the probability of the decision to purchase organic food; whereas being married and being in possession of non-formal training qualifications decreases this probability. Organic consumer awareness and education programmes should therefore be targeted at older, unmarried consumers with high levels of formal education. The domestic market may provide a niche for South African wine producers as this study showed that the majority of respondents interviewed are prepared to pay higher premiums for organic wine. A limitation of this study is that these results may reflect consumers’ demand for wine as a luxury good as no separate analysis and questions were included on consumer demand for wine. Policy makers should support small-scale producers and black vintners in the Western Cape to exploit growing organic wine industry by conducting further research for a organic wine marketing campaign that brands organic wine highlighting procurement from small-scale producers, local farmers and positive contribution to environment, providing extension services to small-scale producers on organic wine production, investing in research and development in organic wine production facilitating mentorship between small-scale farmers and existing organic wine producers and lobbying national department of agriculture to finalise the draft South African organic standard given that South African consumers require guarantee of organic origin. Agents in the private sector may exploit opportunities in the organic wine industry by targeting consumers that are younger and old age of Christian faith, lobby the South African government to finalise the draft organic standard, highlight attitudes that organic wine contribute positively to the environment, local and small-scale farmers in organic wine marketing campaigns and procure more organic wine from small-scale and local organic wine producers. Local and small-scale fruit producers and fruit processors in the Western Cape are well positioned to exploit growth forecasted in the domestic organic fruit juice sector given its global reputation for producing high quality fruit, proven manufacturing capabilities and expertise in fruit juice production. Both younger and older age positively influences willingness to pay for organic fruit juice but younger consumers are willing to pay higher prices than older consumers for organic fruit juice. Consumers that are the head of households, by being in the position of food purchaser, are also willing to pay higher prices for organic fruit juice. Afrikaans speaking consumers, 77 percent belonging to the coloured population group of which 69 percent earn less than an average monthly income of R3500 are less likely to pay higher prices for organic fruit juice due to lower disposal incomes. South African citizens that represent almost 90 percent of the Western Cape population are concerned about environmental issues confirmed by beliefs that organic food contributes to the environment, small-scale and local farmers. This concern is expressed in the higher prices that South African citizens are willing to pay for organic fruit juice. These empirical findings indicate the target consumers that organic fruit juice marketing campaigns should focus on. Specific policy interventions to promote the industry include public investment in research and development in organic production methods, extension service provision on organic production methods to small-scale farmers and development of mentorship programmes between existing small-scale and existing organic producers. Copyright / Dissertation (MInstAgrar)--University of Pretoria, 2009. / Agricultural Economics, Extension and Rural Development / unrestricted

Thesis (PhD(Agric))--Stellenbosch University, 2009. / ENGLISH ABSTRACT: The global movement in agriculture is towards more environmentally friendly, sustainable production practices, since the role of soil microbial functions in ensuring crop production and soil fertility has become more evident in agricultural systems. Furthermore, with the impeding phase-out of methyl bromide, apple replant disease (ARD) is becoming an increasingly important problem and biological management practises are needed. Since microbial activity is generally carbon-limited in agricultural soil, it is widely accepted that management practices providing a range of organic compounds on a regular basis will tend to maintain an active and diverse microbial population. It was hypothesised that the application of various biological amendments can affect soil microbial numbers and function, thereby having a positive effect on fruit tree growth and yield. The effect of continued applications of organic material, various microbial inoculants and biostimulants on tree performance were evaluated in conventional management systems. Field trials were established in a conventional pear orchard, potential apple replant disease sites, as well as an optimally managed, high density apple orchard under controlled fertigation. The use of compost, compost extracts, a Bacillus inoculant and humates were investigated intensively. Furthermore, to improve our understanding of soil biological systems a combination of simple, practical methods were used to evaluate the effect of biological amendments on soil microbial properties and effects were related to tree performance. Regular application of compost extract in combination with compost showed the most significant effect in improving tree performance in commercial pome fruit orchards under various conditions. In the pear orchard, cumulative yield over the first two seasons was improved by more than 50% compared to controls, while in the fertigated orchard yield was improved by 22%. Biological amendments also showed improved growth in orchards suffering from stunted growth symptoms typical of ARD. However, in severe ARD cases methyl bromide fumigation showed the most consistent effects. Other biological amendments which showed positive effects on yield were application of Bacillus inoculants (Biostart®) in combination with a labile C source and a low dosage humate product, as well as a combination of compost and humates. It was clear that a combination of labile organic matter and a diverse group of microorganisms showed most promise. Although for some specific treatments increased microbial numbers and activity may have resulted in improved tree performance, in general, changes in culture-based plate counts, soil enzyme activity and carbon utilisation profiles could not be used as an indicator of yield. It was suggested that improved synchronisation of nutrient release and plant uptake, as well as microbial phytohormone production, may play an important role in improving tree performance with application of biological amendments. More research is needed on the exact mechanisms through which compost extracts improve yield and studies on root growth proliferation, as well as effects in the rhizosphere are recommended. / AFRIKAANSE OPSOMMING: Binne lanbouverband is daar tans wêreldwyd die neiging om die uitwerking van produksie-praktykte op die omgewing in ag te neem en sodoende meer verantwoordelik op te tree. Omdat die belangrike rol wat grondmikro-organisme funksionering in volhoubare verbouingspraktyke speel nou deeglik besef word, word meer volhoubare bestuurspraktyke bepleit. Hiermee saam, noodsaak aspekte soos die uitfasering van metielbromied vir die beheer van appelhervestigingsiekte, dat biologiese bestuurspraktyke meer aandag geniet. Daar word geredelik aanvaar dat gereelde toediening en aanvulling van organiese materiaal ‘n aktiewe, diverse mikrobe populasie in die grond tot gevolg sal hê. Die hipotese is gestel dat die toediening van ‘n verskeidenheid biologiese produkte grondmikrobe getalle en werking gunstig kan beïnvloed. Dit kan moontlik weer aanleiding gee tot positiewe reaskies wat die groei en drag van vrugtebome betref. In hierdie studie is die uitwerking van voortgesette toedienings van organiese materiaal, mikrobiese inokulante, asook biostimulante, op die prestasievermoë van vrugtebome ondersoek. Veldproewe is uitgelê in ‘n konvensionele peerboord, verskeie boorde met moontlike appelhervestigingsiekte probleme, asook ‘n hoëdigtheidsaanplanting appelboord onder optimale bestuur. ‘n Deeglike ondersoek is gedoen met betrekking tot die gebruik van kompos, komposekstrak, Bacillus-inokulante en humate. Eenvoudige, praktiese metodes is aangewend om vas te stel hoe biologiese toevoegings grondmikrobe eienskappe beïnvloed en of dit verband hou met veranderinge in boomprestasie. Die studie het aangetoon dat die gereelde toediening van komposekstrak saammet kompos, betekenisvolle verbetering in boomprestasie van kernvrugboorde teweeg bring onder verskeie omstandighede. Die kumulatiewe opbrengs van ‘n peerboord is oor twee seisoene met meer as 50% verhoog teenoor die kontrole. In ‘n optimaal bestuurde appelboord onder sproeibemesting, is opbrengs met 22% verhoog in vergelyking met die kontrole. Biologiese toevoegings het ook groei verbeter in boorde waar appelhervestigingsiekte bome se groei vertraag het. In die geval van ernstige appelhervestigingsimptome het metielbromied egter steeds die mees konstante positiewe uitwerking gehad. Ander biologiese toevoegings wat ‘n gunstige uitwerking op opbrengs getoon het, was ‘n kombinasie van Bacillus inokulante, ‘n lae dosis humaat en ‘n aktiewe koolstofbron, asook kompos in kombinasie met humate. Dit is duidelik dat ‘n kombinasie van ‘n maklik afbreekbare koolstofbron (soos kompos) tesame met ‘n diverse groep mikroorganismes mees belowend is vir gebruik in biologiese verbouingssisteme. Resultate toon dat veranderings in aantal organismes gemeet deur plaattellings, die aktiwiteit van grondensieme, en verbruikspotensiaal van verskillende koolstofbronne, nie as ‘n aanduiding van boomprestasie gebruik kan word nie. Daar is voorgestel dat verbeterde sinkronisasie van voedingselementvrystelling en plantopname, sowel as produksie van plantgroeihormone deur mikrobe, moontlik ‘n rol speel by boomreaksies op biologiese toevoegings. Meer navorsing wat verband hou met die meganisme waardeur komposekstrak opbrengs verbeter, is nodig. Verder word studies op fynwortelontwikkeling sowel as aspekte van die wortelrisosfeer aanbeveel.