An Exploratory Study
of the Use of Food Bloggers
as Organic Food Promoters.

ORGANIC FOOD BLOGGING

Caroline C. Alsted & Kristina H. M. Jensen
Integrated Food Studies, AAU-CPH, Spring 2017

Caroline C. Alsted & Kristina H. M. Jensen
Integrated Food Studies, AAU-CPH, Spring 2017

Summarization

• The state's organic 2020 plan
• How can food bloggers be used to mediate organic food 
• Connection between Social Media/bloggers and the food industry 
• The challenges using food bloggers
• Social media and brand community
• Social media's appropriate target groups 

Caroline C. Alsted & Kristina H. M. Jensen
Integrated Food Studies, AAU-CPH, Spring 2017

Research Question

How can food bloggers be used as mediators of organic food on social media, seen from the perspective of the case company Urtekram?

Caroline C. Alsted & Kristina H. M. Jensen
Integrated Food Studies, AAU-CPH, Spring 2017

Caroline C. Alsted & Kristina H. M. Jensen
Integrated Food Studies, AAU-CPH, Spring 2017

Caroline C. Alsted & Kristina H. M. Jensen
Integrated Food Studies, AAU-CPH, Spring 2017

Updates on statistics - 2016

(Danmarks statistik)

• Organic food share:  9,6 %
• Vegetables and fruits as the major sales group
• 74% of the Danes use social media 
• Increase in the use among 35+
• # food (21/06): 224.077.880
• # Organic food (21/06): 1.236.624

Caroline C. Alsted & Kristina H. M. Jensen
Integrated Food Studies, AAU-CPH, Spring 2017

Reflections on blogger credibility

• Food bloggers as educators
• Bias and opinionatedness
• Corporate blogging 
• Functional promotion of products
• Lacking academic knowledge about the organic concept

Caroline C. Alsted & Kristina H. M. Jensen
Integrated Food Studies, AAU-CPH, Spring 2017

Reflections on Individualism vs. Collectivism

• Status of Commensality 
• Public concerns 
• Increased digital collectivism
• Individuals take matters in their own hands
• Food as a communication tool

Caroline C. Alsted & Kristina H. M. Jensen
Integrated Food Studies, AAU-CPH, Spring 2017

Reflections on methods

• Online ethnography before interviews 
• Reader views of the blogs and platforms
• Organic food bloggers - direct organic promotion
• Male bloggers