Sustain member UK Organic passes baton to the Soil Association

UK Organic was orignally created in 2009 with the support of Sustain, set up as an independent body to run marketing campaigns to boost the supply and demand for nature-friendly organic food and farming. This followed extensive work by Sustain to raise the status of organic food and farming in UK government funding and policy via the Organic Targets Campaign. The organic promtion work was initially funded by a substantial European Union (EU) grant, facilitated by Sustain and managed by Sustain's former organic campaigner (now MP for Monmouthshire) Catherine Fookes.

UK Organic evolved to become an independent Community Interest Company dedicated to developing communications and marketing to align the sector around consumer messaging on the benefits of organic food, drink, textiles and cosmetics. They now state that, "Whilst there has been wholesale support for UK Organic and its purpose, this has not been matched by the required level of funding to deliver a meaningful plan."

The funding and hence longevity for such promotional work in the UK has been undermined over the years by both the UK's departure from the EU, and the lack of prioritisation of organic farming in UK government policy, with a shift to towards support for helpful but less demonstrably effective "regenerative" approaches to nature-friendly farming.

The management team of UK Organic have worked with the Soil Association to come to the decision that "The spirit and mission of maintaining cross-sector collaboration and growing awareness amongst consumers of the benefits of organic will be best led by Soil Association Certification Ltd. and that UK Organic will cease its activities."

Adrian Carne, Chair of UK Organic, stated:

“Over the last 16 years, UK Organic has delivered a number of highly successful consumer PR and marketing campaigns. These were primarily through a series of multi-million pound EU funding bids, and, more recently, driven by the support of the members. Along with the rest of the Board of Directors, I am very grateful for the commitment of our members, who have enabled us to achieve so much over this time. In a post-Brexit era, and in the absence of EU funding, UKO has not attracted similar funding from the UK Government, which means that the model is no longer viable. 

“But to continue the collaborative working, I am delighted that the Board has agreed with the Soil Association Certification, that the team at the Soil Association will take up the mission of uniting the sector, providing PR and marketing campaigns, and seeking opportunities to grow the organic sector.

The UK Organic Board has offered a special thank-you to the UK Organic team and also expressed gratitude to all the organisations and individuals who have supported the organisation's mission, contributed to campaigns, and championed the value of collaboration across the organic sector over the years.

Dominic Robinson, CEO of Soil Association Certification stated:

“I want to convey my heartfelt thanks to the wonderful UK Organic team for their tireless efforts in promoting the organic sector in the UK. There is so much to be proud of having achieved over this time. I want to recognise the personal impact on the team, and reassure the UK’s organic businesses that we are committed to continuing the spirit and mission of our colleagues, as we have worked side-by-side to promote the strong and growing organic market. 

“As a Director of the UK Organic Board I am also keen to ensure that the valuable role for cross-sector collaboration in the UK organic community is not lost. Soil Association Certification will take the next 12 months as a listening exercise to understand what organic businesses and other industry stakeholders see as core activities for the UK organic sector. We welcome reflections, insights and feedback from all businesses, brands and retailers interested in continuing to propel the organic market forward at a time when people, nature and the planet most need it.” 

In the meantime, Soil Association Certification will continue with its role representing the sector with activities including:

• Raising consumer awareness of the benefits of organic through investment in PR and marketing campaigns throughout the year, including Organic September and the Best of Organic Market awards as well as other key moments to spotlight organic around trending topics including gut health, seasonal eating and harvest time. 
• Continuing with regulatory and trade body engagement and projects, led by their existing Head of Regulatory Affairs and Trade, Lee Holdstock. 
• Supporting the sector by delivering valuable market insights, thought leadership, policy support, retailer engagement and supply chain support through regular events, webinars, forums and the annual Organic Trade Conference. 

Anyone wishing to engage with the cross-sector collaboration on consumer PR and marketing is invited to get in touch with Soil Association Certification at businesssupport@soilassociation.org. 

Notes

The organic sector has seen significant growth over the last year, at 7.3% in value in 2024, but most strikingly, the volume of sales of organic has grown at four times the rate of non-organic in this time.

According to Robinson: “The most successful organic markets around the world most often have government support to activate the sector, recognising the plethora of broader public benefits (in carbon, water quality, biodiversity, animal and human health) that organic delivers. 

“We have achieved so much in the UK in spite of broader support, driven by consumers wanting more organic, and the legacy of promotional campaigns like those of UK Organic, and the work of the many brands that we support today. I hope that in the future, we can emulate the activities of successful organic markets around the world; uniting government, retailers, businesses and communities, turbo-charging our current trajectory, to achieve a bigger organic sector, delivering what consumers want and what the world needs.

“The vibrant health of the UK organic market is indicative of the passion and innovative approach of the amazing individuals and businesses in the sector who deliver such incredible work and energy on the ground as they strive for a better future for all.”