Leading players in the organic industry have met to discuss how to grow the category in terms of supermarket shelf presence and sales.
One of the ideas mutually agreed upon at the meeting was that joining forces to represent the sector could create a consistent message on shelf for customers.
The new forum was organised by the Soil Association, and hosted by Produce World on 6 May. It was the first time in six years had met to discuss the specific challenges with the sector, and together, the group of businesses made up over £165 million of organic fresh produce sales in the UK.
Finn Cottle, Soil Association trade consultant, said: “Going forward the Soil Association will continue to act as the spokesperson for building relationships between supermarkets and organic produce suppliers. We aim to increase consumer awareness and space on shelf for organic produce.
'Many important challenges and opportunities were debated: creating an impact with prominent displays of organic was considered essential within the produce fixture, as this can be difficult in an area which is not heavily branded. The group, which included representatives from the big names in produce packing, decided that joining forces to represent the sector could create a consistent message on shelf for customers.
'Support was voiced for the Soil Association’s Organic September and using the campaign’s new logo on pack to increase awareness and drive sales. The group will look towards more supermarket participation following the positive reaction of a spokesperson from one of the multiple retailers. The Soil Association will act as the go-between in communicating the message to supermarkets and speaking for key industry suppliers who will continue to meet at future produce packer forums.'
The Food for Life Catering Mark was also mooted as a way to grow the sector. With over half of Catering Mark holders now accredited to silver or gold standard, the meeting heard that there is a greater need to source organic produce and through the Catering Mark Supplier Scheme, the Soil Association helps join the dots.
The Soil Association’s 2015 Organic Market Report revealed that sales of organic products increased by 4 per cent in 2014. Over 83 per cent of UK households purchased organic products in 2014.
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