UK-based Organic Farm Foods is set to rebrand its business, according to managing director Adam Wakeley, as the company looks to highlight the importance of a truly ethical overall approach.
The business will be known as The Ethical Fruit Company, whilst the brand will be renamed The Ethical Food Company, in case the range extends beyond fruit in the future.
“We will be launching our range of ethical food, starting with apples and pears, all ethically traded, environmentally friendly, healthy and sustainable,” he told Fruitnet.com. “What we’re brutally aware of is that there are a lot of conventional growers who are close to being organic and are just as sound environmentally, but lack organic certification.”
However, Mr Wakeley feels the word ‘organic’ has lost some of its true meaning.
“It’s become quite middle class and exclusive,” he said. “It’s become a badge, and we’re trying to move away from that. Now, we’re not just going to sell organic, we will sell ethical. We are trying to reposition ourselves and widen the market. Organic consumers are becoming more price-conscious, and this will help to justify the premium.
“Yes, products have to be ethically traded, according to law, but we have to go further than this. Products also have to be healthy, and ethical from an environmental point of view as well as a sustainable point of view. We are guided by four key principles: health, ecology, fairness and care.”
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