BIO lekker voor je / organic from Europe - good for you

The project objective is to increase the sales of organic food and raise the recognition of the European organic quality mark. 26% of the population calls themselves “fan” of organic, is actively looking for information on the environment and health, and is willing to buy more sustainable products. Yet the market share is only around 3%, which is lower than in most European countries. Many interested people are not yet familiar with the European organic quality mark and the values it represents. They are unaware of the big assortment of organic food products in the shops. Also, and this is a typically Dutch problem, they are sceptic of quality marks, because in the Netherlands there is an overload of them (+100 for food alone), yet only ten are top marks (sufficient ambition and transparency) and only one (organic!) has a legal basis.
For many people in the Netherlands the price of organic products is a deterrent. We are an economical bunch; stingy some might even say. Yet a relatively big part of the buyers, a total of 4.42 million people, have an interest in sustainable products and the intention to buy more of them. Price is of lesser importance to them.

While raising the market share we will also raise the recognition of the European organic label.