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New Campaign Encourages Shoppers to Choose Organic
A new marketing campaign, launching in Wales today (11 June), will set out to convince Welsh consumers of the benefits of selecting produce that is produced organically.
The campaign, managed by Organic Centre Wales (OCW), will be the first of its kind in Wales and will support the efforts of the nation's many organic farmers and producers who have helped to ensure that Wales punches well above its weight in terms of organic production. Welsh farmers continue to allocate around 8% of all agricultural land for organic production – twice as much as the rest of the UK.
The latest Organic Market Report, published annually by the Soil Association, shows that UK sales of organic produce are taking longer to recover following the recession and are lagging behind other European countries, as well as major markets like the US and China. The Soil Association report cites a “lack of communication about the reasons to buy organic” as one of the key barriers to growth, together with a sustained drop in supermarket sales.
The campaign will include posters outside supermarkets across Wales, radio and online advertising and an educational programme for schools; as well as a 12-month PR and social media campaign encouraging people to visit the Organic Centre Wales Facebook page [www.facebook.com/OrganicCentreWales] for organic recipe ideas, competitions and information about the benefits of sustainable production.
Dafydd Owen of Organic Centre Wales said “The reputation and popularity of Welsh produce continues to grow, both here in Wales and further afield, and many of our leading producers use organic production methods. Our campaign will celebrate this and show people that it is possible to buy healthy and nutritious food that is produced locally, with less impact on the environment and at prices that are a lot lower than they expected.”
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