Organic marketing campaign update

15 February 2010

After a frantic six months of fund raising, the bid to the EU for generic marketing funds for organic has now been sent to Brussels. A decision is due in July this year which should confirm if the EU will award match funding to the campaign.

Industry support

The total sum raised from more than 70 pledgers totals £320K per year for 3 years. This means a £2M campaign to promote organics may be on the schedule for later this year. This amazing show of industry support endorses the enthusiasm and energy that exists to help the organic market back into double digit growth as soon as possible.

Primer marketing campaign

Finn Cottle who has been working as Trade Consultant at the Soil Association for the last four months has been coordinating a 'primer' marketing campaign for the industry. This campaign is supported by a smaller number of industry pledgers and kicked off early this month.

The plan is focused on spreading positive PR across the media through a series of press releases backed up with advertorial content in the Guardian in March.

As an anchor to the campaign, a new consumer website is to be launched which aims at engaging consumers in the benefits of organic and dispelling any myths which exist.

Keep an eye out for the website, www.whyiloveorganic.co.uk, which will go live any day now.