Organic Trade Board announces focus for Organic September 2022

The Organic Trade Board (OTB) in collaboration with Soil Association Certification and its campaign partners have revealed the theme for this year’s 2022 Organic September campaign as it looks to engage brands and businesses in the industry including its 150 member businesses and UK consumers.

“Nature would choose organic” is the key message to run through all marketing and communications. It illustrates that if wildlife such as bees, earthworms and ladybirds had a voice, they would want all farming to be organic to help keep the delicate ecosystem in balance.

The OTB is working on an activation in the build up to this year’s Organic September, which will see nature rallying to get their voices heard for the very first time.

The OTB members actively supporting this year’s campaign include Doves Farm, Kallo, Natracare, Arla, Clearspring and Crazy Jacks.

It comes as the Soil Association Organic Market Report 2022 valued the total organic market at £3bn. The latest Kantar figures from the Organic Trade Board show there was an additional organic spend of £114.6m last year compared with the previous year, with the volume of organic items purchased per shopping trip also increasing.

Cristina Dimetto, General Manager of the Organic Trade Board (OTB), said: “The organic market keeps growing, but this year we want to encourage people to swap to organic not only in September – we want to make it a lifestyle choice. We’re on a mission to drive home the message that “nature would choose organic” to convey that organic farming methods are the most beneficial to soil, wildlife and nature, crucially paving the way for a sustainable future.”

Organic September is a month-long UK-wide celebration of organic food, textiles, beauty and wellbeing products, which capitalises on the desire for a green recovery from Covid-19 and calls for a sustainable, planet-centric approach to production.

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