Even with the economic crunch causing most people to pinch pennies on many fronts, including groceries, the British public in general seems to prefer organic food if they can get it. The reasons are usually better taste and less pesticides, which of course are the main selling points of organic food anyway, but many people also say they feel the higher price is just not worth it. The U.K. organic industry wants everyone to know the benefits of eating organic, and hopes to combat the common perception that doing so is too expensive.
To get this message out, the industry is launching a campaign, funded by the EU and the Organic Trade Board, beginning this month and set to run for three years. It will cost close to £2 million, incorporating advertising, involvement of celebrities, assistance in choosing and preparing seasonal foods, and a social network of its own. In addition to the user-friendly website, there is a Facebook page and a Twitter account, where anyone interested can ask questions, give opinions and generally keep up with what’s happening in the organic world.
Probably the biggest obstacle to the success of organic farming is the cost as compared to that of large-scale, almost 100% mechanized farming. The campaign is using, “Why I Love Organic” as its theme, and the aim is to inform the public about what ‘organic’ means when it comes to the food we eat. Based on a number of surveys and polls, it’s clear that a large majority favours natural food that hasn’t been tampered with by chemicals, hormones or other artificial additives.
The problem, according to the Organic Trade Board, is that most people have misconceptions about the subject, and the campaign aims to clear them up and get everyone behind the move towards naturally healthy food.