News from the Centre

Organic PR, Organic UK

Ensuring customers and stakeholders understand the objectives and challenges of organic production is important to the sustainable development of the organic sector.

Organic UK is a campaign funded by a consortium of organic businesses who have pledged money for a primer campaign and provided matchfunding for an European grant. The funds raised so far have been sufficient to appoint the PR company Haygarth to survey consumer attitudes and work on developing key messages. If the bid for EU funding is successful a comprehensive campaign will be launched in the Autumn which will target specific sectors of the market using advertising and digital media. Visit www.organicuk.org for more information.

The BOBL project has allocated funds to develop the Welsh aspect of the campaign and embark on dedicated PR and PA activities. This work will help identify key messages to explain and promote organic produce most effectively in Wales. It will include pro-active media management to ensure the message is understood by customers and stakeholders and put resource into plugging gaps in knowledge of potential customers.

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