The organic industry has already surpassed its initial target to raise funds to support a generic marketing campaign.
More than 50 different companies and organisations that are involved in driving the sales of organic products have contributed to the campaign, indicating enthusiasm within the industry to work together in driving future growth. Industry-pledged funding has now reached £260,000 per year for three years.
The bidding team has now set a target of £300,000 to encourage more companies to join in. If this target is reached and the funding matched by the EU bid, then this would guarantee a campaign of almost £2m over a three-year period.
Waitrose has confirmed a significant pledge to the campaign and is the only retailer to have got involved so far, helping achieve the industry’s objective to run the first-ever integrated campaign on organics, which will include press, PR and social media.
Waitrose brand manager for organic, Andrea Watson, said: “It is crucial that consumers understand the points of difference around organics and what they are paying for so we were pleased to support this initiative. Funding will provide the tools for marketing and will allow the key organic messages to be communicated, promoting the role of organics to a whole new audience. We are looking forward to seeing the campaign in action.”
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