Chef's perception of organic food and its use in the contemporary kitchen
(2014) Chef's perception of organic food and its use in the contemporary kitchen, no. 71.
Organic food has previously been researched in the literature however, analysis is lacking on chefs' perceptions towards choosing and supplying organic produce in their restaurants. The purpose of this study is to investigate and examine the main reasons why chefs choose to serve organic produce. The key focus of this research is to analyse the perceptions of chefs towards the use of organic produce, and the main advantages and difficulties faced when choosing to supply it. Range of literature has been chosen to set the basis for the research (Creswell, et al., 2007; Dimitri and Dettmann, 2012; Kareklas, et al., 2014; Krysallis and Chrysshoidis, 2005; Williamson, 2008). Analysis of previous researchers' work has been evaluated, which mainly concentrates on organic food, health benefits, environmental awareness and supply side. To follow, this research has focused on the chefs of six restaurants and cafes in Scotland and Lithuania that concentrate on sourcing and serving organic produce. In order for the data to meet the aims and objectives, a qualitative methodology was adopted and semi-structured interviews took place in order to gather information for the study. Further, following the coding and categorising of the data, a thematic analysis was undertaken, driven by the themes developed in the literature review. An inductive approach has been applied and the results have been reviewed based on the iterative process. The findings have shown that the main reasons for choosing to source and serve organic food can mainly be divided into egoistic purchase decisions when people are concerned about their health issues and altruistic purchase decisions when people are concerned about the environment (Kareklas, Carlson and Muehling, 2014). Equally important was the price constraints. Organic food has been seen as an expensive option but the findings have shown that quality has overcome the price difference when choosing suppliers. Further, supplying has been seen as the main support for keeping local organic farms alive by supporting them in the local community.