Forster to move organic food into the spotlight

The Soil Association has hired Forster for a comms offensive that will focus on raising the profile of its Org­anic Fortnight.

Organic food:  focus of Soil Association comms drive
Organic food: focus of Soil Association comms drive

The association, a campaigning and certification body for organic food and farming, wants Org­anic Fortnight to become as well known as Fair Trade Fortnight. Forster has briefed to focus on targetting young families – seen as a prime audience for organic food.

Now approaching its third year, Organic Fortnight (2-16 September) aims to enc­ourage trials of organic products in order to inspire a more long-term switch from consumers. But, despite a positive media profile, Org­anic Fortnight has not received as much attention as similar events such as the Fair Trade Fortnight. 

Forster won the account following a three-way pitch. It will promote the benefits and values behind organic food and farming, such as a positive impact on bio-diversity, and its nutritional superiority.

It hopes to get the Government to accept, and tell people, that organic products are environmentally friendly.

Forster will target young parents through a cross-section of media including nat­ional and regional radio, newspapers, online paren­ting sites and consumer weeklies.

Director of communications at the Soil Association Robin Maynard said: ‘Over 50 per cent of baby food being sold is now organic. There is real potential for conscious consumers to be part of the movement for real change in how we grow food and look after our planet.’

Organic products are worth around £2bn in UK food and drink sales and they are enjoying a sustained year-on-year growth for retailers.

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