Getting the Organic Market Back on Track

After a long period of growth, the Finnish organic market has been struggling recently. The war in Ukraine, inflation, and rising food prices have undermined consumers’ confidence in their own economy and kept the sales of organic products in decline for the fourth year in a row. The project “Getting the Organic Market Back on Track” aims to get the Finnish organic market growing again by increasing consumer purchases and boosting the demand for organic products.

In addition to consumers, the campaign activities will be targeted to the media, organic farmers, professional kitchens, and retailers. The main message of the campaign is “Organic. Good for the planet, good for Europe, good for you” and it highlights the important role of organic production on the path towards a more sustainable future and food system.

The project's consumer activities include multi-channel advertising, active content creation for social media, and visibility in grocery stores with tasting events and POS materials. As a result, the awareness of the EU organic label and its impact on consumers' purchasing decisions will increase. Consumers will become aware of the various sustainability benefits of organic production and understand its added value for biodiversity, climate, animal welfare, and their own well-being.

Campaign activities, such as providing materials for retailers and organic producers, organising themed weeks at restaurants, and media pitching and PR events, are targeted at other stakeholders with the aim of bringing different actors together to promote organic food and boost the strong comeback of organic products. As a result of the campaign, organic food will be regarded as a more attractive alternative with emphasis on its many sustainability perspectives. The campaign will lead to increased consumer awareness and confidence in the Union quality scheme on organic production, which in turn will increase the sales of organic food.

The budget is €1,29 million.