Sweden, Finland, The Netherlands and Belgium are joining forces to stimulate the sales of organic products. On February 1st the four European countries together will start a project that includes a consumer campaign with the aim to learn of each other and to increase impact on organic growth. 

123rf Limited©Antonio Diaz

A consumer campaign to encourage organic market

Most European countries encounter the same issue: a relatively small group of consumers seems responsible for the largest part of the sale of organic products. In addition, the price remains the biggest barrier to buy organic, as organic is perceived as expensive. As research shows, even though most consumers say they want to buy organic, they often don’t. Thus, we can speak of an intention behavior gap.

By only changing small things on the shelf or in the supermarket, this can already make a huge difference in the sales of organic products

Sales of organic products will be stimulated by using ‘nudges’, subtle adjustments in the supermarket, to influence consumer behavior. Much needed, due to the action plan of the European Commission to use at least 25% of agricultural land for organic production by 2030. By applying ‘nudges’ in and around the supermarket the customer is subconsciously being helped in his choice, at the time and place of purchase. Previous pilots have already shown that by only changing small things on the shelf or in the supermarket, this can already make a huge difference in the sales of organic products.

Towards 25% Organic in 2030

In addition to the nudging campaign in the supermarkets, this project is aimed at increasing the awareness of and trust in the EU-organic label, also an important driver in the purchasing behaviour of organic products.

The project also aims to increase awareness of and trust in the EU-organic label

Stimulating the consumption of organic products is urgently needed, given the ambition of the European Commission to use a quarter of the European agricultural area for organic farming by 2030. A huge challenge for many European countries. For this reason, the EU Commission has made a subsidy available to stimulate local organic markets through a campaign for the duration of three years. By working together, the four countries aim to increase the impact of campaign and growth of organic products, as well as to gain more insights and knowledge. By granting the subsidy, the countries feel supported by the European commission in choosing this joined approach.

Source: Bionext

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