Organic. It is a good sign.

The main objective of the “Organic. It is a good sign” programme is to increase competitiveness of products featuring the European organic quality scheme and logo. This will be achieved by increasing organic purchases and awareness of the EU organic logo and its meaning. The programme will be implemented in Finland in 2020-2022. Its measurable objectives are:- to increase the proportion of Heavy organic consumers to 14% and that of Active ones to 22% among adult population of Finland- to increase organic grocery purchases by 26% (compared to 2020)- that 40% of Heavy and Active organic consumers will recognise the EU organic logo- that 50% of the target group will indicate that their interest in organic has increased.Research shows that when consumers get more information about organic production, they are more likely to buy organic products. Therefore, the programme will be implemented as a broad, multi-channel campaign.The strategy is to inform especially Active and Regular organic consumers, i.e. those who buy organic food once a week or more seldom, about the EU organic logo and the benefits of organic production. Our aim is to make them buy organic more often. The programme’s target group comprises young women, parents of small children and couples over the age of 60. They live in the capital region and in other university cities. The programme kicks off with a TV advertising campaign to get wide publicity and continues with advertising campaigns on social media and cooperation with social media influencers. There will also be various tasting events in shopping centres in the Helsinki region and other university cities in Finland.There will be active communications about the EU organic logo and scheme on both traditional media and social media throughout the programme. All material produced will be published on the programme’s own website: Luomumerkki.fi