Soil Association builds up to September campaign as organic market grows

The Soil Association is predicting overall value of the organic market in the UK to reach and exceed £2bn by the end of 2016, as it gets set for Organic September campaign.

With Organic September around the corner, more brands and retailers than ever are getting involved, making for a positive outlook for the organic market.

Through Organic September the Soil Association encourages shoppers to look for organic through a large digital and media campaign. Many retailers including all the multiples have already signalled their support.

Shops are joining the campaign with a range of activities, including on pack promotion using the Soil Association’s Organic September stickers, range promotions, organic events and sampling throughout September.

Benjamin Woodgate, UK Marketing Director of Whole Foods Market, explains how they’re getting involved; “Whole Foods Market will have a significant number of events, price promotions and product launches for Organic September.

'In addition, our concierge shopping & delivery will allow Londoners to have their organic goodies delivered to their doors in under two hours.

'The point of sale material produced by the Soil Association is the best I have ever seen for the campaign – we will be using this in store and would encourage other retailers to do the same with the goal for the industry to attract and educate more shoppers to eat, drink, use, choose organic products this September.”

Kellie Bubble, Co-operative Grocer from Unicorn Grocery store in Manchester, said, “Organic September is a brilliant campaign for independent retailers and we’re really excited to be involved. We’re going to be celebrating the benefits organic growing gives back to us all – the insects, the bees, the birds, the healthy soil for future generations to live off!

'The free marketing materials are really helpful for independent outlets like us and we’ll definitely be using them to make more people aware of organic produce and the wider benefits it brings. Ethical principles are at the core of our business and Organic September is a great opportunity to promote them.”

The Soil Association is helping all retailers and businesses get involved with free marketing support and involvement in the targeted Organic September campaign. A high profile media and digital campaign supports all organic businesses.

The organisation is teaming up with renewable energy company, Good Energy, for the third year in a row. From solar panels on the roofs of schools to biofuels generated from waste organic cheese at Wyke Farms in Somerset, Good Energy buys, sells and generates sustainable, local electricity like this, helping to support farms, the environment and the land around us.