ABSTRACT
The controversy we turn to in this chapter is about food marketing based on the idea of food products as real goods versus a focus on foods as feel goods. There are good reasons for modern food marketing to take the idea of foods as feel goods seriously. From this perspective, the well-known marketing mix appears rather poorly able to meet the modern desires and wishes of contemporary food consumers. In addition to the four supply-oriented Ps of the familiar marketing mix, four complementary and demand-centred Ps stemming from consumer wishes provide supplements. These eight Ps are introduced and specified in the context of organic food consumption.
