In 1993, a breakthrough occurred for sales of organic food products in conventional supermarkets in Denmark. Since then, sales have increased markedly and consumers now have a choice between organic and conventional food products in nearly all supermarkets. This success owes much to the intense efforts of three main groups since the mid-1980s. First, organic farmers have increased production and successfully managed economic and organizational problems. Second, the Danish State has supported sales of organic products and farmers' conversion to organic farming by supporting marketing and product innovation and by organizing producers. Third, the largest Danish supermarket chain has contributed by its steady demand for organic products since 1981. Today, all major supermarkets in Denmark are supplied by conventional distributors that handle the products of small organic producer organizations. For nearly two years the system has kept up the positive effects of a market expansion process that was initiated by a major advertising campaign and a modest drop in consumer prices.
