21 Aug 2018
‘We’re at a tipping point’ - Organic Trade Board launches ‘Feed Your Happy’ campaign
Radio and TV presenter Sara Cox was an ambassador for the campaign which launched on September 5.
Alex Black
The campaign was aiming to boost the organic market by connecting the ‘emotional aspect’ of what makes consumers buy organic.
Sales of organic produce were up 7.4 per cent with a fifth consecutive year of growth. The Organic Trade Board (OTB) said it would spend £1.2m on the campaign in September.
The campaign was funded 80 per cent by the EU and 20 per cent by OTB members.
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What do consumers want?
- 64% want retailers to give more space to organic food
- This increases to 72% of 18 to 25 year olds
- 56% think there are not enough retail outlets selling organic food in their area
- 64% want more organic options to choose from
- 60 per cent do not think retailers do enough to support organic farmers in the UK
Catherine Fookes, Campaign Director, OTB, said organic food was at a ‘tipping point’.
“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.
Demand
“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.”
Had a great time with @organicukfood - Bezzies & a delish organic feast on a sunny day - how do you #FeedYourHappy t.co/D14AV3AcAj pic.twitter.com/vZF7AkYqgk
— sara cox (@sarajcox)Had a great time with @organicukfood - Bezzies & a delish organic feast on a sunny day - how do you #FeedYourHappy https://t.co/D14AV3AcAj pic.twitter.com/vZF7AkYqgk
— sara cox (@sarajcox) September 5, 2017
Cracking a crème brulee, peas straight from the pod or dipping soliders in a runny egg. How do you #FeedYourHappy? t.co/wJnztB6zaJ pic.twitter.com/vzC9l6mKnK
— Organic UK (@organicukfood)Cracking a crème brulee, peas straight from the pod or dipping soliders in a runny egg. How do you #FeedYourHappy? https://t.co/wJnztB6zaJ pic.twitter.com/vzC9l6mKnK
— Organic UK (@organicukfood) September 5, 2017
Sara Cox and chef Rosie Birkett have launched a series of short films with stories of UK organic producers.
Sharing
Ms Cox, a farmer’s daughter, was encouraging people to share organic food and meals on social media under #feedyourhappy.
“I choose organic because it tastes better, it’s gorgeous, and I think it’s good for the animals and good for the planet. Food grown organically is food as it should be,” she said.
“Give me a knobbly misshapen organic strawberry over the weirdly uniform non-organic ones any day. To put it simply, organic food makes me happy.”
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