What you can say when marketing organic 2020 - Flipbook - Page 3
Cutting through the noise
Confronted with a sea of labels, competing health claims, food scares and
conflicting advice, people are confused. Coupled with this confusion is a
growing awareness that our choices and behaviour have an impact on the
wider world. This presents an opportunity for the organic industry to come
together to make our voice heard and communicate the benefits of organic
simply and clearly. With this in mind, we have shifted the focus of this
booklet to demonstrate how organic can offer solutions in a post COVID-19
world. We have added a section to explain more about how the organic
standards help achieve the outcomes that benefit our environment and how
organic takes a “whole system” approach.
Organic – the natural way to be more sustainable
Organic farming is a system – governed by legal standards, and regularly
and independently inspected – that produces food in ways that benefit
people, animals, wildlife, society and the natural world. No other defined
system of farming and food production comes close to delivering such
a breadth of benefits. With attitudes shifting towards more planetcentric thinking, the time is now for the organic industry to harness this
momentum and work together to promote a clear message.
What’s inside
This booklet was prepared with reference to the principles of the CAP
(Committee of Advertising Practice) Code. It features statements that can be
used to communicate about organic in a clear and correct way. It covers the
organic principles, and includes sections on sustainability, climate change,
animal welfare, soil, wildlife and more. While these statements have been
reviewed against the UK Advertising Standard Authority’s (ASA) Code, it
is important to remember that CONTEXT IS KEY when using particular
statements, and we would ALWAYS advise that you submit your own
advertising copy and materials to Copy Advice before using them, as much
will depend on the context that a statement appears in.
We hope you find this booklet useful, and, ultimately that it helps us all to
promote a strong, clear and positive message about organic.
Clare McDermott
Business Development Director
Soil Association Certification
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