OF&G-backed campaign aims to drive decade of growth in UK organic market
Date Published: 21/03/2017
An OF&G-supported campaign encouraging consumers to eat more organic food could help the UK organic market achieve a 10% share of the country’s food and drink markets by 2027.
The Organic Trade Board said EU funding worth more than €10 million would help the sector capitalise on growing interest in organic food and drink, and help drive market growth by 1% a year.
Speaking at the Prosper and Grow with Organic event in London this month, OTB chief executive Paul Moore said organic was getting to a ‘critical mass’ and could form a platform for food for the future.
Mr Moore said policy makers across Europe had shown a significant change in their approach to organic, and that the UK sector now needed to capitalise on that to drive interest in organic in the UK.
The OTB campaign is being run in partnership with Organic Denmark, after the two made a successful joint funding application to the EU. It is being match-funded by 60 OTB members, including OF&G.
Built around the strapline ‘Organic. Feed Your Happy,’ OTB said the campaign wanted to show there could be joy in making healthy choices.
The new campaign is set to launch in late May, while the campaign ambassadors are currently being signed up.
Fearne Cotton, Cerys Matthews and Rachel Allen are on the OTB’s wish list, it said, as well as Meik Wiking, author of the best-selling The Little Book of Hygge and chief executive of the Happiness Research Institute in Copenhagen.
Steven Jacobs, OF&G business development manager, said OF&G was proud to support the OTB campaign as it worked to encourage growth in organic sales.
“Organic sales in the UK are growing but there is huge room for improvement when compared with organic market share in some other European countries.
“This important funding will help drive the visibility of organic food and drink and hopefully remind shoppers of the value of organic when it comes to making their choices in the supermarket.”