Organic and Fairtrade Ignorance

"The majority of UK consumers do not care if their wine is organic or Fairtrade, and do not understand what biodynamic means, says a new study.

Market research firm Wine Intelligence asked 2000 regular wine drinkers for their views on wine that is produced with consideration to social, ethical and environmental issues.

Both qualitative and quantitative results revealed a great deal of confusion and mistrust about the terminology applied to such wines. The study revealed that while most people understand the concept of Fairtrade, some believe that all wine is organically produced, and at least one consumer thought organic wine meant vegetarian."

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