Organic Fortnight 2010 - another successful year
30 September 2010
This year the key slogan for our Organic Fortnight was “Choose organic every day”, positioning organic products as an accessible, affordable everyday choice.
For two whole weeks the industry was busy making lots of noise around the theme, with brands and retailers running promotions, in-store events and tastings for everyday organic products. Open days and farm walks were also popular events with businesses promoting the benefits to their customers face-to-face. Many also joined us in using our social media channels Facebook and twitter to talk up organic benefits. During the two weeks we profiled a number of licensees as Organic Heroes, helping us promote more reasons to choose organic through their stories.
The event also received fantastic support from multiple retailers this year with Tesco press ads and articles featured on the benefits of organic and in-store and on-line offers tempting customers to try everyday organic products. Waitrose used the opportunity to create lots of noise around organic with the launch of their new Soil Association certified Duchy Originals at Waitrose range.
We are pleased to report that Organic Fortnight had a fantastic impact on sales, increasing by 15.5% on the previous four week period. This is the highest increase of four-weekly sales in the last 18-months – surpassing sales of organic products during Christmas 2008 and 2009.
Our press team worked flat out to secure coverage with national, local, trade and consumer press and broadcast radio. In fact the Fresh Produce Journal said, “The organic sector is certainly starting to fight back. The Soil Association is all over the nationals and the glossies as part of Organic Food Fortnight."
We also contributed to high profile stories including animal cloning, GM, mega dairies on shows like Newsnight, BBC News, The One Show, BBC Radio 5 live and Radio 1. Soil Association Policy Director Peter Melchett, took part in a discussion on the benefits of organic food and farming with Rob Johnston, scientist and organic sceptic, on BBC Radio Oxford. The broadcast, which was aired on 6 September, followed the news last week of a study that claimed organic strawberries are more nutritious than non-organic strawberries.
The Organic Food Festival, a key highlight of Organic Fortnight, took place on 11 and 12 September at Bristol Harbourside. This year’s event offered families and food lovers more than ever before. With over 150 organic food and drink producers, celebrity chef demos, live bands, livestock, kids' taste experiences, gorgeous health and beauty products, organic gardening and fabulous fashion and textiles – there was plenty to see and do for the visitors.
Our old friend Hugh Fearnley-Whittingstall presented our Organic Food Awards winners at the festival on the Saturday, selected by 58 expert judges - including chefs, restaurateurs, food writers and nutritionists. Six hundred different products were put to the test in 12 categories at a four-day tasting marathon hosted at the Duke of Cambridge organic pub in London.
We’ve put together a summary of just a few of the promotional activities from this year (please see below). We are already considering what the theme should be for Organic Fortnight in 2011 and how we can continue to promote the reasons why shoppers should choose organic.
We’ll be able to share the dates for next year with you very shortly. In the meantime if you have any feedback on this year or would like to tell us about your experiences, please do get in contact with our Marketing Manager, Sophie Bolton at firstname.lastname@example.org
Organic Fortnight 2010 summary
Organic Food Award winners