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BY MICHAEL BARKER

@michaelbarker

Unified campaign for Organic September

Online expected to feature heavily in this year's promotional campaign, which hopes to capitalise on huge opportunity for organics

Unified campaign for Organic September

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This year's Organic September is promising its most unified campaign yet to promote the benefits of organic products.

For this year's event Soil Association Certification has joined forces with the Organic Trade Board, as well as a variety of brands and retailers, to bring the Organic September campaign to all organic businesses. 

Food and drink will join beauty, wellbeing and textiles for what is being described as the biggest Organic September yet, with one joined-up campaign. Together they’ll be celebrating organic with one organic voice and one message – that "one small swap really can make a world of difference". 

The organisations believe there is huge opportunity, with 86 per cent of shoppers already choosing organic at some point in the year, and many more doing so in recent weeks and through new channels such as box schemes, farm shops and independents.   

In the current landscape online will play an even more central role in the campaign, with an array of tools and content available and new assets for all Soil Association licensees. The Soil Association will also be hosting webinars, virtual pop ups and promoting its listings pages, which it reports have been seeing record traffic over the last few weeks as people seek out box schemes, independents and organic beauty, food and fashion products.

Clare McDermott, business development director at Soil Association Certification, said: “Citizens are more in touch with their food, where it comes from and how it’s been produced than at any time in recent history – and it shows in the choices they’re making. They want simple changes that truly have a positive impact for the planet.

"This Organic September is a chance for everyone – from farmers to box schemes to online operators, high street retailers to farm shops, brands small and large – to come together and get the message out that choosing organic can make a world of difference, helping to restore nature, health and a safe climate. The time is now for organic.”

 

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