«BEING ORGANIC in EU – Choose the European Organic Leaf for a better world» is a promotion campaign proposed by FederBio in collaboration with Naturland and other companies, and co-financed by the European Union under the EU Regulation No. 1144/2014. Started last May and ending in March 2025, the project envisages an articulated set of actions with the aim of increasing the consumers and trade operators’ awareness about EU organic production methods/standards and EU organic logo. In particular, the project intends to increase and strengthen consumer consideration of European organic farming and its quality increase awareness and recognition of the EU organic farming method in two internal markets: Germany and Italy.


To increase the perceived value of EU organic agriculture

Target countries represent about the 32% of total EU population and they show great margins of increase in the knowledge about EU organic production methods and logo (Countries average in 2020: 55%) and in organic share of the total market (Countries average in 2019: 7.9%). Recently target countries highlighted a significant growth trend related to the total consumption of EU organic logo labelled products, renowned not only for their quality but also for keeping in consideration innovative and sustainable production methods and respecting the productions’ typical characteristics: the project aims to strengthen this path.

The goal is to increase the consumers and trade operators’ awareness about EU organic production methods/standards and EU organic logo

Germany and Italy represent a challenge in the organic food products demand: the goal is to get in close contact with consumers in order to increase the perceived value of EU organic agriculture production methods/standards with EU organic logo, while ensuring an image of European excellence and tradition, highlighting the specificities of organic production methods in Europe, in terms of safety, traceability, authenticity, labelling, environmental friendliness and sustainability.

Communicating the positive effects of organic products

The project addresses a very challenging goal, to bring together two Countries with different organic market characteristics and development under a common promotional action: the broad dissemination of information related to Italian and German organic agriculture production methods/standards will be one of the main tools for enhancing the training and awareness of the key players in the target countries (primarily consumers, producers, distributors, media, buyers…) that are closest to the consumer market. Project will be implemented in a three years period (2022-2025). For the implementation of activities the project will require a total amount of € 8,902,820.

Project will be implemented in a three years period (2022-2025)

Aligned with the Green Deal

«BEING ORGANIC in EU» aims to contribute to a sustainable agri-food system in support of the “European Green Deal” and the “Farm to Fork” and “Biodiversity 2030” strategies to foster an ethical, healthy, climate and ecologically resilient food system and to highlight the virtuous characteristics of European organic agriculture, both in terms of product quality and sustainability, from primary production to the consumer. For these reasons, the project’s initiatives are fully in line with the objectives of the European ‘Green Deal’ and its strategies, and functional to the realisation of the ‘European Action Plan for the Development of Organic Agriculture’.

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