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Promoting organic
How to talk about organic
Sign up to receive our free resource for businesses marketing organic. Learn how to use evidence-backed claims in your organic business promotion and organic product marketing. The guide covers sustainability, animal welfare, soil health and wildlife biodiversity.
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Talking about organic
Organic has benefits for food, the soil, wildlife, animals, and the planet, and we've created a guide to help support certified businesses to recognise and leverage the benefits of organic in their marketing.
Bringing together a robust set of statements, based on Soil Association organic standards and independent research in to simple, easy to use statements.
£3.9bn
total value
UK organic food and drink market
3%
UK farmland
is certified organic. Organic farming hasn’t kept pace with customer demand which presents an opportunity for growing domestic supply.
30%
more species of wildlife
on average, on organic farms
Watch the webinar
Marketing organic: What you can say is a guide to a robust set of statements around all elements of organic production to help you communicate the benefits of organic with confidence to your customers and retailers.
This webinar reintroduces the booklet and how to use it, particularly in light of new green claims regulations.
The webinar also includes:
an update on our 'brand organic' proposition
plans for the 2026 Organic September campaign and how to get involved, plus the long-term strategy (up to 2030) for Organic September
an update on the Best of Organic Market Awards (BOOMs)
Sign up to be notified when the guide is available
Marketing organic
What does organic mean?
Organic farmers work with nature, not against it, farming in a way that maintains or enhances the health of soil, plants and animals, and supports the systems that produce the food we eat.
Organic certification is a powerful signal of trust. In food and farming, organic is a legally regulated term. Organic producers and suppliers must meet strict standards, and certified businesses are inspected at least once a year. Soil Association Certification also certifies organic beauty and wellbeing, and fashion and textiles brands.
What does 'certified to Soil Association organic standards' mean?
Soil Association standards go beyond the legal minimum for organic. Where you see the Soil Association organic logo, you can be sure that the product has been produced to a higher standard. The Soil Association organic symbol is the most recognised organic mark in the UK.
What’s changed since we last launched the guide?
Since the 2023 edition of this guide, a host of new regulations have launched, designed to protect consumers from false advertising relating to green claims.
This edition is our most robust organic claims guide yet. It is designed to help you communicate the benefits of organic in an accessible, accurate and credible way, and outlines where there are gaps in the research.
How to use claims to promote organic products
Just because something is true, doesn’t mean you can always say it in marketing.
We produced this guide in collaboration with the Soil Association charity’s Standards and Policy teams. Its claims have also been assessed against the Advertising Standards Authority (ASA)’s CAP code.
However, we always recommend that you get claims checked before using them in your own marketing campaigns and materials, as context can change the meaning of claims.
Organic Trade Conference 2026
Join 200+ leaders from across the organic sector to shape the future of organic. Through a packed programme of talks, workshops and action-focused breakout sessions, we'll explore how to turn momentum into lasting growth. Join us at London's iconic Barbican on 15 October.