As the economic crisis bites and people look to tighten their purse strings, something big is stirring within the organic community that could mean consumers realising organic produce is the last thing they should be cutting back on during the financial downturn. A campaign has just launched with the aim of running a £1 million marketing campaign, starting next year, to highlight to the public why they should be buying organic.
Last year sales of organic produce rose by just 1.7% in the UK, against an average of 26% over the last decade, and this year they are forecast to decline. The new campaign aims to change that, and is set to be the most important move in the organic sector in a decade.
"We are delighted to be one of the first to support this campaign because we genuinely think it could be the biggest thing to happen to the organic industry in the last 10 years." said Alex Smith, MD of Alara Wholefoods, one of the biggest organic muesli producers in the UK. "The problem isn’t the products or the industry, but in the fact the public still don’t fully appreciate what the industry stands for and what the full benefits of organic products are. It’s time to change that, but we need everyone in the organic sector to work together to achieve it."
Natalie Brown, Senior Brand Manager at Green & Black’s adds, "We’re behind the campaign, because organic principles are integral to our brand. It is time to help the public understand what organic stands for and what the full benefits of buying organic produce are. We are pleased that this organic campaign is bringing the organic sector together to achieve a greater understanding among consumers".
While most people know that organic produce has no pesticides applied, the other benefits are not widely understood. It is hoped that a consolidated marketing effort, will help inform the public of the many other benefits organic produce and farming has to offer and that there is more to organic than just not using pesticides.
"The need to get the organic message across to consumers is always quoted as the biggest barrier to sales growth and, with this initiative, we have the opportunity to speak with one voice." added Huw Bowles, Chief Operating Officer of OMSCo (The Organic Milk Cooperative).
The campaign ’Organic UK’ is seeking to raise £500,000, which would be matched by an EU organic funding scheme, creating a pot of £1 million. There are already some big pledges from the likes of Green & Black’s, Yeo Valley and Rachel’s, but more donations are needed to hit the target.
The campaign aims to raise organic sales in the UK by 15% and, judging from the results in other countries that have already run such schemes, this is well within reach. France, which has already taken advantage of the EU funding pot, saw organic sales rise by 25% last year.
£151,200 has already been pledged and the campaign organisers are calling on everyone involved in the UK organic industry - product producer, retailer, wholesaler, farmer, packer, or passionate consumer - to dig deep and pledge to the campaign. It makes financial sense for businesses to be part of the campaign; a 15% rise in sales would equate to a £75,000 increase in turnover for a small to medium sized organic business. With the minimum donation for the campaign being just £50 it isn’t hard to see a good return on your investment.
If you want to be part of the revolution and make a pledge to the campaign, or just find out more, log on to www.organicuk.org now.
