Launching on 5 September 2017, the Organic Trade Board (OTB) announces its EU-funded campaign, Organic. Feed Your Happy which connects with the emotional aspect of what makes consumers buy organic – whether that’s taste, the environment or animal welfare.
The campaign, which kicks off to coincide with Organic September, aims to boost the organic market – benefitting farmers and producers – so organic sales in the UK continue to rise.
The UK’s appetite for organic is growing. With sales up 7.4% and a fifth consecutive year of growth, demand is higher than ever as UK consumers continue to seek authenticity and provenance.
Catherine Fookes, Campaign Director, Organic Trade Board, says: “We’re at a tipping point for organic. We have market growth, retailers getting behind organic and giving it more visibility, and in Organic. Feed Your Happy an industry funded campaign to promote and grow organic. This consistent and strong consumer demand for organic is the start of a long term trend, not a momentary spike.
“The demand for organic presents a real opportunity for UK organic farmers and farmers investigating conversion to organic, as UK organic production needs to increase to meet growing demand from domestic consumers and for export.”
Current figures show that 82% of UK shoppers buy at least one organic item per year, up from 79.5% in 2016 . The OTB’s campaign targets consumers who already buy one or two organic items a month, in particular young families, new mums, vegetarians and those conscious about fitness and wellbeing, to engage them to choose organic more often. As Catherine Fookes says, “This isn’t about people having an entirely organic basket but trying a few more items – whether that’s fresh produce, dairy, eggs or meat.”
New research commissioned by the Organic Trade Board, highlights that consumers are making an emotional connection with their food, feel happy knowing the food they buy supports farmers, and are looking for more organic food choices on supermarket shelves.