Meet our Marketing Manager, Sophie Bolton

Improving public understanding and consumer support for organic is arguably the most important element of our strategy, and since 1964 the Soil Association has led on delivering key evidence-based policy to support this.

That’s where my role comes in. As Marketing Manager I support the organic industry with marketing and communications, helping them tap into our policy expertise for credible, clear and consistent organic messaging.

Getting the message right

For over a decade we have worked tirelessly with the Committee of Advertising Practice developing organic research-backed claims for review - work that evolves as new studies come in. Today, with years of experience of the pitfalls, we have published over 60 CAP reviewed organic claims, saving businesses time and effort of starting from scratch.

Regardless of the marketing channel, I advise on what can and can’t be said in relation to regulation and advertising codes of practice. Through this coordinated approach to organic marketing, our ideal is that the whole industry communicates with one voice.

I also support our press team who work on a daily basis to protect and promote the reputation of the organic movement through positive and proactive public relations. With over 400 requests for information a month, the Soil Association is undeniably seen as the hub of expertise on all things organic and ensures the media is given credible and current information on the benefits of organic.

Marketing initiatives

To help the industry reach new customers, we also run a number of marketing initiatives, ranging from sponsorship opportunities, industry awards and national awareness campaigns like Soil Association Organic Fortnight.

Through this year’s Organic Fortnight, we positioned organic as an everyday accessible and affordable choice. The Soil Association Organic Market report confirmed that products attract shoppers from across the social spectrum, with manual and casual workers, pensioners, students and people on benefits accounting for 33% of the spend. We want to encourage spending from as wide a range of consumers as possible, and the key message behind this year’s slogan, 'Choose Organic Every Day' was that healthy organic food can be bought on any budget.

NGOs, brands, retailers - multiple and independent alike, joined in the annual celebration and promotion of the top reasons to choose organic. To support those involved, we provided a marketing toolkit with lots of ideas and suggestions, as well as point-of-sale materials – designed for the fortnight and beyond.

Keeping you updated

I edit and publish the only newsletter dedicated to the entire organic industry. Trade News, our monthly e-bulletin updates over 4,000 key contacts, including licensees, marketers, and commercial decision makers on our latest industry projects and achievements. It also features the most up-to-date information on market data and consumer trends, as well as not-to-be missed trade events and opportunities.

Over the years we've worked with every industry in the organic sector - from farmer and manufacturer, to retailer and consumer, which puts us in the best place to help businesses reach new customers through technical, trading and marketing support.

Sophie is currently on maternity leave.