ABSTRACT
It is challenging to practise market orientation in supply chains of organic products, which are characterised by small market share, limited supply, and restrictive regulation. Increased communication with consumers may provide a means to meet the needs of consumers and deliver the multifaceted value of the organic products. Thus, we will introduce the problems and challenges of organic supply chains; approach market orientation through the information flow and integration of the key processes from farmers to consumer; present the methods and findings of the case study with two organic food chains operating in Finland; discuss the findings; and provide concluding remarks, including managerial recommendations.
