Organic food industry aims to fight flagging sales with new campaign

The organic food industry is expected to ramp up its fight to revive flagging sales at a meeting with the industry's biggest hitters today.

Organic food industry: fights back
Organic food industry: fights back

A national consumer campaign is planned to explain the principles of organic food including sustainability and pesticide-free production.

The meeting will include representatives from supermarket giant Tesco and chocolate maker Green & Black's.

The recession has seen a drop in the number of customers prepared to pay for most organic food products. The reputation of organic food also suffered a blow last month, when a report from the Food Standards Agency said it was no more nutritious than conventional produce.

Speaking to the BBC, the Organic Trade Board chairman Huw Bowles said: ‘The need to get the organic message across to consumers is always quoted as the biggest barrier to sales growth and with this initiative, we have the opportunity to speak with one voice and engage in a plan designed to grow the market and spread the positive benefits of organic produce.'

Earlier this month the Soil Association hired Bright Young Things Communications to promote the 'real benefits' of organic food (PRWeek, 10 September 2009).

The agency was 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.


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