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‘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.



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‘We’re at a tipping point for organic’ - Organic Trade Board launches ‘Feed Your Happy’ campaign

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.”

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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