Wales's first advertising campaign to promote the benefits of buying organic produce is set to return today (Monday 3rd September) to mark the start of National Organic Month in the UK, as posters featuring two new 'characters' start appearing at supermarkets around Wales.
The second wave of the campaign, run by Organic Centre Wales under the strapline 'Organic, Naturally Different', features two lambs discussing the merits of a more natural diet and inviting consumers to visit the campaign's Facebook page www.facebook.com/OrganicCentreWales to find out more about the benefits of going organic.
To celebrate National Organic Month, visitors to the Facebook page can enter a competition to win a luxurious organic spa experience at one of Wales's leading hotel and spa complexes. The Facebook page also features organic recipes, articles and listings of upcoming food events.
“We had to come up with something to top our 'talking leeks' from the first phase of the campaign, which really seemed to capture the public's imagination,” said Dafydd Owen from Organic Centre Wales. “Welsh lamb is quite rightly renowned across the world for taste and quality and sales of organic lamb have come back really strongly in the UK recent years.”
The 2012 Soil Association report showed that 83% of UK households buy at least some organic products, while 23p in every pound spent on fruit and vegetables goes on organically grown produce. In addition to organic lamb (+16%); poultry (+6.6%) and baby food (+5.8%) are other examples of organic lines that are performing well. The report also found that the growth in online sales of organic produce, through home delivery and box schemes, pumped an additional £11.2m into the UK market during 2011.
The Organic Centre Wales campaign is complementing a UK-wide campaign, funded jointly by the EU and the Organic Trade Board and managed by Sustain – the alliance for better food and farming. More information about the UK campaign and organic produce can be found at www.organicukfood.com
Note to editors:
• Organic Centre Wales is the national resource for consumers, farmers and policy makers committed to more sustainable food and farming in Wales. Based at Aberystwyth University and run by a partnership consisting of the ADAS, the Organic Research Centre Elm Farm, and Aberystwyth University. See www.organiccentrewales.org.uk.
• The latest Organic Market Report, published on the 2nd March 2012, can be found at <http://www.soilassociation.org/marketreport>.