Source: Soil Association
Journalists and industry representatives joined a lively debate about the many myths surrounding organic food at the launch of a new campaign 'Organic. Naturally different.' in May 2012. Getting stuck into issues of price and perception, the debate was chaired by TV presenter John Craven, with dinner cooked by Kerstin Rodgers, who launched one of the first supperclubs in the UK, the Soil Association reports. Guests included Mercury award winner and rapper Speech Debelle, co-founder of Green & Blacks Craig Sams, and award-winning chef Richard Bertinet.
The new campaign consists of a combination of advertising, PR and digital marketing and will run until October 2013. The aim is to increase consumer knowledge around the benefits of organic food and why it is worth paying a little bit extra. Adverts will be running across a number of London underground and mainline railway station sites. They feature different foods ‘talking’ to each other about enhancing treatments they have had or have chosen not to have, in the latter case, because they are organic, and explaining why they prefer to go ‘natural’. The Organic Trade Board has collectively pledged £300,000 (about 375,000 euros) per year to support the 3-year campaign, which the EU has agreed to match. The total budget is £1.8 million. More information on the campaign is available here: www.organicukfood.com.
Europe’s biggest celebration of all things organic, Organic September, will be taking place all over the UK throughout September 2012. The Soil Association is asking the nation to discover why organic food is naturally different this September in support of the ‘Organic, naturally different’ campaign. To celebrate Organic September and inspire people to cook with seasonal organic ingredients, the Soil Association has collected an array of recipes from renowned chefs and food writers. Visiting an organic farm, learning a new skill, going for an organic holiday, hosting an organic fundraising feast or dining organic are just some of the possibilities to take part in the event. More information on Organic September is available here: http://www.soilassociation.org/organicseptember.