Organic sector to coordinate on key messages
14 July 2009
The UK's organic sector is waking up to the need to market its key messages and is planning a conference to examine consumer attitudes and share experiences.
According to the Soil Association, UK organics were worth £2.1bn in 2008. Although there has been steady growth in recent years, concern has been raised recently that the essential messages are not being effectively communicated - and consumers may be confused.
Richard Jacobs, chief executive of certifier Organic Farmers & Growers, said: "The organic sector seems to have recently woken up to the fact that it has not done a good job of marketing its key messages. "The many and varied benefits of organic food and farming are getting lost in the obsession with price and in confusion over various, competing food labels."
The aim of the one-day conference, called Selling Organic: What's the Story?, is to work out the essential messages that the sector should communicate to consumers in unison.
It will look at consumer attitudes and academic research on promotion and marketing. Individuals and companies that have successfully sold organics as a brand will share their experiences.
Concern about organic awareness has also been aired by the Soil Association recently. In the charity's recent report on the state of the market Peter Melchett, policy director, said:
"It is clear from this report that much more work needs to be done to communicate the wider benefits of organic production to the public, especially in relation to health, animal welfare, climate change and the environment."
He also said drew attention to the bewildering choice of single ethical issues consumers can support, such as free-range, local, pesticide-free, fair trade, seasonal and natural foods.
"To cut through the confusion the organic movement needs to demonstrate more forcefully than ever that organic principles encompass all these single issues and deliver a set of interlocking benefits that can and will still motivate consumers," he said.
The Selling Organic: What's the Story? conference will be held in London on 8th October. Speakers include Craig Sams of Green & Blacks, Steve Clark of Rachels, and Lawrence Woodward, director of the Organic Research Centre at Elm Farm.
Full article can be found on Food&DrinkEurope.com
