The Soil Association is launching what it promises will be the biggest UK-wide celebration of all things organic later this year.
Organic September will bring together organic producers, processors, businesses and retailers to celebrate all things organic.
Through a marketing, press and social media campaign, Organic September will encourage consumers to choose organic products as part of their regular shopping mix.
The organic market is in strong growth, up 4 per cent to £1.86 billion in 2014, and 2015 continues to present overall growth in organic sales. Meanwhile, food prices and food spending remain low; in the four weeks to 23 May, organic sales grew by 4.5 per cent, while non-organic still sits at -0.7 per cent.
To help share the organic message the Soil Association is providing free Organic September marketing materials and logos to use on products and advice for independent retailers on selling organic for producers, processors and retailers.
As part of the campaign, an interactive Organic30 list throughout the month will encourage consumers to ‘organic’ their September by making small changes.
From swapping to organic milk for a month to planning an organic wine and cheese evening with friends, the Organic30 list aims to show how these small changes all amount to a big difference for the environment – making it clear that organic farming supports wildlife, the environment and has the best animal welfare.
Clare McDermott, business development director at the Soil Association, said: “Organic September is making a real difference to organic sales and it’s great that all the organic industry comes together to support this. Last year we saw an uplift in organic sales of 4 per cent in just September.
'This year, with a brand new design, exciting logo and interactive digital campaign, Organic September will be even more successful making sure buying and using organic is front of mind for consumers. We want to make sure all organic food and farming are featured and have built in a weekly category focus to encourage consumers to make a small change, so that it’s easier for them to use and choose organic products each day.”
'Everyone in the industry is invited to get involved; from putting the Organic September logo on product packaging, displaying posters, talking to customers, running special offers or engaging in the Organic September social media activity. All areas of the industry can engage and the Soil Association is tying everything together with new digital hub, for communication between consumers, retailers and producers to help share real stories about how organic can make a difference.'
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