Organic industry fights back with £2m campaign
Greenwise Staff
6th July 2010
The organic industry, which is experiencing its worst trading conditions in 20 years, is to launch a £2 million consumer awareness campaign after securing funding from the European Union (EU) and retailers and brands.
Organic UK, a promotional and information campaign, will kick off later this year and will last for three years. It will aim to increase awareness of the benefits of
organic food and farming and to encourage more purchasing of organic produce.
It follows the first slump in organic
sales since the industry began reporting organics product sales in 1993.
On Friday, the EU agreed to match fund the campaign, which has so far managed to raise £950,000 from 75 UK retailers and brands, including Sainsbury’s, Tesco, Waitrose, Green & Black’s, Rachel’s and Yeo Valley.
Sustain, the alliance for better
food and farming, which led the EU bid, said the objective of the programme was to "reverse the decline in the sales of organic foods and farming".
Sales of organic food, drink and other products fell by 12.9 per cent in 2009 to £1.84 billion, according to
a report by the Soil Association released in April. The report, however, said 2010 was already showing signs of modest growth.
Huw Bowles, chairman of the Organic Trade Board, said the campaign would "give us a great chance for growth in all organic sectors so sales start to increase again."
The campaign will comprise press advertising, a digital campaign and PR.
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