Magazine article Marketing

Editor's Comment: Organic Must Clarify Benefits

Magazine article Marketing

Editor's Comment: Organic Must Clarify Benefits

Article excerpt

'Organic' is one of the most misunderstood words in the grocery lexicon. For some, it means cruelty-free. Others think it stands for nutrition. Some, wrongly, believe it is solely about crop spraying.

Shoppers have been dumping organic products from their baskets because they are not convinced the label is worth a price premium of up to 40% More to the point, they are unclear about the benefits of buying organic in the first place. The sceptics' view appears to be shared by the Food Standards Agency (FSA).

If organic food was available at the same price as the standard product in a supermarket, which would you choose? Many, including me, would select the former, because of a broad perception that it is of better quality.

This is where the opportunity lies for the sector. People broadly accept that organic products carry premium values, but unfavourable media reports have left them questioning what it actually means.

As we investigate in our news analysis this week (see page 14), leading organic brands are now passing the hat for financial contributions toward a combined marketing push. …

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