Organic food industry fights back against criticism with consumer campaign

The organic industry is planning to fight back against recent negative press headlines with a consumer PR campaign highlighting the benefits of organic products.

Criticised: organic produce
Criticised: organic produce

The campaign, called Organic UK, will be supported by Haygarth and will be rolled out in the New Year. The agency was appointed following a competitive pitch.

It is being supported by the Organic Trade Board and the farming alliance group Sustain as well as key organic brands including Green & Black's, Rachel’s Organic, Yeo Valley and Alara.

Recent figures from TNS show that the organic sector has declined by 13 per cent. The campaign follows recent market research which found that consumers want clear information about the benefits of organic food and farming.

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

The first stage of the campaign will target existing and potential customers to encourage them to buy organic. Haygarth will use media relations activity to reassure consumers of the benefits of choosing organic products. The agency will also use social media and digital communications as part of the brief.

‘The organic industry has been under pressure and there is a need for more clarity and clearer messaging,' said Haygarth CEO Sophie Daranyi.

A second stage of the campaign will be to assist the organic industry in securing EU funding and support.

The integrated campaign will include press advertising in a bid to drive a 15 per cent increase in organic sales.

 

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