The Nordic Organic Food Fair is the only trade event dedicated to organic food and…
Finland’s largest organic campaign of all time will be launched on October 1, 2020. Its aim is to increase the purchases of organic products and to raise awareness and understanding of the importance of the EU organic label. The campaign comes at a good time, as the interest in organic products has become even stronger due to the corona pandemic. More and more Finns are buying organic and also recognize the EU organic label.
Organic products are increasingly found in the Finnish shopping cart. More than a third of Finns now buy organic products at least once a week and less than a third at least once a month. The biggest change compared to the research made a year ago is that the proportion of consumers indifferent to organic products has fallen by half. Now only 5% of Finns do not buy organic products at all. About a fifth of Finns report that their interest in organic food has increased due to the corona pandemic.
‘The results are showing good signs about the future of organic products. Organic products are especially purchased in families with children, who will grow up to be future consumers. It is also gratifying that almost 95% of Finns have at least tried organic products,’ happily states Marja-Riitta Kottila, executive director of Pro Luomu.
The EU organic label, now 10 years old, has become the best-known organic logo amongst Finns. More than a third of Finns clearly recognize it and almost the same amount assumes that it is an organic logo.
The information can be found in a survey commissioned by Pro Luomu from Kantar, which was answered at the beginning of September by 1185 Finnish adults.
A large campaign will make organic into a branded product
Finland’s largest organic campaign of all time will be launched in October. Its aim is to further strengthen the awareness of the EU organic label and the understanding of its content. This also aims to increase the purchases of organic products.
The campaign will be widely visible to consumers: TV, video services, and social media.
Next year, the campaign will set up organic tastings in shopping centres for the consumers. The campaign will run until 2022.
The campaign is carried out by Pro Luomu ry, which has chosen to partner with the advertising agency RYHMÄ Creative Agency.
‘We have wanted to bring organic products close to the consumer and move away from the romantic countryside ideal. Organic is a branded product among other branded products, but a particularly good one. In the jungle of choices and options, organic products are easy to identify with the EU organic label,’ describes Pertti Pällijeff, managing director of RYHMÄ Creative Agency.
The campaign is mostly funded by the EU
The campaign has a total budget of around EUR 1.4 million, of which almost EUR 1 million comes from the EU and the rest of the funding comes from the representatives of Pro Luomu members.
The organic campaign is the first project in Finland to be funded by the EU promotion system reformed in 2015.
Campaign website: https://luomumerkki.fi/