LET S BOOM (Bring Out the Organic Market)

In the last decade, the EU market of organic products has developed significantly: multiplied by 2.6 between 2005 and 2015 (+12.5% during 2014-2015). In the meantime the French market has multiplied by 3.7 (about +20% between 2015 and 2016 - exceeding EUR  7 billion). The French market is experiencing a continuous growth of interest from consumers. However, barriers still exist to the full development of the market: prices are felt to be too high, organic purchasing habits are missing, consumer information and offers in the out-of-home catering sector are not sufficient. While France is the 2nd biggest organic market in Europe (after Germany), there is a need for Agence BIO – 1st national public interest platform in charge of the promotion of organic products – to take action. The 2018-2019  “Let’s BOOM” campaign brings together the expertise of Agence BIO, input from international experts and a complementary consortium of 4 implementing bodies (3 communication agencies and 1 evaluator), that will join forces to raise knowledge and awareness of the characteristics, quality and production processes involved in EU organic farming.The action plan is based on the implementation of a multi-target strategy built on a selection of relevant tools: public relations activities (WP2), digital communication (WP3), advertising and audio-visual production (WP4), tailored communication tools (WP5), trade fairs and a seminar (WP6). With a budget of EUR  2  712K, including EUR  1  898K EC contribution, the “Let’s BOOM” campaign will carry out comprehensive activities to improve learning and engagement, and will ensure that multi-level expertise is fully incorporated and built upon in the initial stages of implementation. Each activity will mainly target families, young children and public policymakers most open to information and active engagement. Continuous evaluation will be conducted to measure the results and impact of the project in order to enhance, embed and mainstream its objectives.www.agencebio.org