U.K. Organic Industry Responds To Slumping Sales With Consumer Awareness Campaign

In an attempt to freshen wilting sales, the British organic industry will unveil a £2 million consumer awareness campaign  with the theme “Why I Love Organic.” Organic food sales declined 14 percent to £1.7 billion in 2009, the worst sales performance in two decades, according to the Co-operative Bank. The U.K.s Organic Trade Board believes the slump in sales is due to widespread consumer misunderstanding of what the term organic means. The goal of the three-year campaign, therefore, is to raise awareness of the benefits of organic food and farming and to encourage more purchasing of organic produce. Backed by the European Union, the campaign has the support of more than 75 U.K. retailers and brands, including Sainsbury’s, Tesco, Waitrose, Green & Black’s, Rachel’s and Yeo Valley.