Growing the organic market
On 1 July 2010 Sustain was able to announce that 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 almost £2 million to the organic industry in the UK over the next three years.
The campaign will start early in 2011 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 food, through a high-profile media campaign to reignite consumer interest. The campaign will stress the many benefits of organic food and farming and comprise press advertising, a digital campaign and PR. More than 75 organisations have pledged money to the campaign.
The campaign website has now been launched at: http://www.whyiloveorganic.co.uk/