Organic Trade Board launches Organic. Feed Your Happy campaign


Launching on 5 September 2017, the Organic Trade Board announces its EU-funded campaign, Organic. Feed Your Happy which connects with the emotional aspect of what makes consumers buy organic – whether that’s taste, the environment or animal welfare.

The campaign, which kicks off to coincide with Organic September, aims to boost the organic market, so organic sales in the UK continue to rise.

The UK’s appetite for organic is growing. With sales up 7.4% and a fifth consecutive year of growth, demand is higher than ever as UK consumers continue to seek authenticity and provenance.

Catherine Fookes, campaign director, Organic Trade Board, says: “We’re at a tipping point for organic. We have consumer demand for organic, an industry funded campaign in Organic. Feed Your Happy and an opportunity for retailers to take the lead – just as they did in Denmark where organic has experienced remarkable sustained growth, with half of all Danes now buying organic food every week.”

“We’re working closely with major supermarkets to get more visibility for organic in store, as more and more consumers say they’ll buy organic food if it’s available.” 

Current figures show that 82% of UK shoppers buy at least one organic item per year, up from 79.5% in 2016 [2]. The OTB’s campaign targets consumers who already buy one or two organic products a month, in particular young families, new mums, vegetarians and those conscious about fitness and wellbeing, to engage them to choose organic more often.  As Catherine Fookes says, “This isn’t about people having an entirely organic basket but trying a few more items.” 

New research commissioned by the Organic Trade Board, highlights that consumers are making an emotional connection with their food, looking for more organic food and more choice on supermarket shelves.   

Why organic food makes people feel happy

  • More than two thirds of consumers (68%) say organic food makes them feel happy because “it benefits me, it benefits the animals and it benefits the environment”. Amongst females this increases to 78%.
  • 80% say food with great taste makes them feel happy.
  • 78% say food produced with high animal welfare standards makes them happy.
  • 77% say food produced in a way that takes care of the environment makes them happy.
  • Nearly eight out of 10 (79%) consumers feel happy knowing the food they buy supports farmers.

Consumers calling for more organic food in shops across the UK:

  • Two thirds (64%) of consumers want retailers to give more space to support organic food and drink.  Amongst 18 to 25 year olds this increases to 72%.
  • More than half (56%) don’t think there are enough retail outlets selling organic food in their local area.
  • People want more choice, 64% say they would like more organic options to choose from.
  • Six in 10 consumers (60%) don’t think retailers do enough to support organic farmers and producers in the UK.

Sara Cox and Producer Films launch campaign

Launching with a series of short films featuring Sara Cox, one of the UK’s best loved radio and TV presenters, and chef Rosie Birkett, with stories of UK organic producers, the Organic. Feed Your Happy campaign celebrates the unadulterated joy of organic food – when you eat organic, it feeds your happy – fewer pesticides, always free range and no artificial colours and preservatives. Sara Cox is encouraging the nation to join in and share their favourite organic foods and meals at #FeedYourHappy 

Sara is a daughter of a farmer and knows a thing or two about farming.  She says; “I choose organic because I think it tastes better, it’s gorgeous, and I think it’s good for the animals and good for the planet.  Food grown organically is food as it should be. Give me a knobbly misshapen organic strawberry over the weirdly uniform non-organic ones any day. To put it simply, organic food makes me happy.” 

She adds: “To anyone thinking of going organic, choose one or two things at first, some lovely vine tomatoes or some sausages, and experience the flavour. Choose what’s important to you and what your budget allows, Organic doesn’t have to cost a fortune!

Catherine Fookes says: “There is a lot of excitement around the #FeedYourHappy campaign which highlights the emotional attachment consumers have with organic food. Food isn’t just about taste, it’s also about consumers knowing the story behind their food that makes them feel happy.”

Advertising support

In support of the organic sector, the OTB will spend £1.2 million on the campaign in September alone.  Reaching the target audience on the way to work, school or the shops, the Organic. Feed Your Happy advertising campaign will appear outside supermarkets, on trains, on roadside billboards, in the press and across digital channels to celebrate organic and to help drive sales of organic food and drink.