The EU has approved funding for the UK’s first generic promotional campaign to increase awareness of the benefits of organic food and farming, giving a boost of £2 million to the organic industry in the UK over the next three years.
The campaign will begin later in 2010 for three years and will aim to give consumers a better understanding of the benefits of organic food and farming. The objective of the programme is to reverse the decline in the sales of organic foods and farming, through a high profile media campaign to reignite consumer interest. The campaign will stress the many benefits of organic food and farming and will comprise of press advertising, a digital campaign and PR.
More than 75 organisations have pledged money to the campaign including leading retailers Sainsbury’s, Tesco, and Waitrose, as well as big name organic brands such as Green & Black’s, Organix, Rachel’s and Yeo Valley.
Catherine Fookes from Sustain, who co-ordinated the EU bid, commented, “As the proposing body, we are extremely pleased that several years of hard work has paid off. It’s a great achievement which would not have been possible without the support of all our industry pledgors.”
Huw Bowles, Chairman of the Organic Trade Board comments, “We’ve worked on this bid for several years and it’s a fantastic boost to our industry. It will give us a great chance for growth in all organic sectors so sales start to increase again.”
No comments have been made.