Organic food body fights back at negative press

The Soil Association has hired Bright Young Things Communications to promote the 'real benefits' of organic food after a wave of negative publicity.

Organic food body hits back
Organic food body hits back

The reputation of organic food suffered a blow last month, when a report from the Food Standards Agency said it was no more nutritious than conventional produce.

But agency founder and MD Niall Cowley said: 'The organic movement never claimed organic food had more nutrients. The media were a little unfair to attack organic food because it was a moot finding. This campaign is to demonstrate the real benefits of organic food - that it has less toxins, is climate friendly and is sustainable.'

Cowley's agency has been hired to promote the charity's Organic Farm School, a series of courses that teach students how to grow their own food, rear animals and cook.

The courses aim to re-skill the UK public, and show them that being self-sufficient can save them money at the supermarket.

'We want to turn the stereotype of organic on its head,' said Cowley. 'It is not posh people paying a premium for organic. The real root of the organic movement is self-sufficiency. Done in this way, organic is the cheapest way to live, because you do not spend a fortune in the supermarket.'

Bright Young Things will be promoting the farm schools, which are supported by the Daylesford Foundation, over the next couple of weeks for the annual Organic Fortnight (5-20 September).

The Soil Association's director of campaigns and comms Molly Conisbee confirmed she was in talks with the agency about future campaigns.

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