Analyzing the development strategies of the market of healthy and organic products in food industry units of Kermanshah province

Today, the production and supply of healthy and organic products in many countries plays a decisive role in their economic development. In this regard, Kermanshah province, despite its high potential in producing healthy and organic products, has unfortunately not been able to allocate a significant share of the relevant markets. Therefore, it is necessary to conduct a research with the main goal of analyzing the development strategies of the market of healthy and organic products in food industry units of Kermanshah province. For this purpose, a mixed (qualitative-quantitative) approach, of successive exploratory type and using fuzzy Delphi method was used. The study population of this study included all key informants in the field of research in Kermanshah province. Documentary-field method was used to collect data. Data collection tools were used in the qualitative phase, document review, in-depth and semi-structured interviews, field note-taking, and in some cases group discussion, and in the quantitative phase, the researcher-made questionnaire. The results of the study showed that market development strategies for healthy and organic products in Kermanshah province, respectively, include marketing, advertising and information, trust and accountability, behavioral-motivational factors of consumers, economic status of the target community, cognitive factors, cultural factors, regulatory factors, Managerial factors, infrastructural-technological factors and policy-legal factors. Therefore, in order to develop the market of healthy and organic products at the community level, long-term planning and targeted policies must be done in different sectors of production, marketing and consumption of healthy and organic food products.