News September 2009
Organic Marketing Update:
Tio have pledged its support, as an early adopter, for the organic industry’s 3 year generic marketing campaign - OrganicUK , which is being co-ordinated by Sustain, which aims to secure funds by match funding from the EU promotion fund to bolster the resources to reach as wide an audience as possible.
The campaign will take a fresh approach to the promotion of organic food and farming, and will communicate the benefits organic production brings to society in simple ways. It will inform consumers about why they should buy organic products - how to identify organic products, what organic standards say and what the benefits of organic food production are.
The campaign's vision is that, following the three year initiative, there will be a 15% increase in the volume of organic sales in the UK, per annum.
The target audience for the campaign will be the main shopper - women - aged between 25 and 54 as this sector of the population has the greatest potential for buying more organic products. Six million women in Britain are in this category.
The Organic Trade Board (of which Tio is also a member) presented a business plan in London on the 22nd September, both William and Andrea from Tesco attended. Detail was given on how they intend to generate £1bn sales in the next 5 years and are also on the steering group for the OrganicUK. Therefore there will be a lot of media coverage over the next couple of days, so watch out ……..
Check out the following links for more information:
http://www.organicuk.org/
http://www.organictradeboard.co.uk/
http://www.sustainweb.org/