For the eighth year in a row, Eko-september, Sweden’s national campaign for organic food and drink, is being held. Throughout September, food companies, retailers, farmers and organisations join forces to give organic and KRAV-certified products greater visibility and inspire more organic choices in everyday life.
This year’s campaign brings together eight companies from different product categories in a joint initiative focused on organic breakfast – an example of how suppliers and retailers can work together to give organic products more prominent in-store exposure.
Several categories come together around an organic breakfast
One of this year’s initiatives is the Eko breakfasts in ICA Malmborgs stores, where consumers have the opportunity to sample organic products from several different categories. The breakfast table includes organic yoghurt, eggs, cheese, bread, juice, muesli, oats, coffee and ham. Several of the products come from producers in Skåne.
The companies joining forces to offer an organic breakfast are:
- Arla – organic cheese
- Gunnarshögs Gård – organic rapeseed oil for homemade granola
- Midsona/Kung Markatta – organic beetroot juice and two types of organic bread
- Protos/Smak av Svea – organic sliced ham
- Saltå Kvarn – organic oats and muesli
- Skånemejerier/Hjordnära – organic yoghurt
- Stjärnägg – organic eggs
- Zoégas – organic coffee
Organic can be a simple and affordable choice in everyday life. Breakfast products such as yoghurt, cheese, eggs, muesli and coffee are items that many people buy regularly. By choosing organic, consumers not only get good food and drink, but also several added benefits – such as better animal welfare and food from farms where chemical pesticides are never used, says Charlotte Bladh André, CEO of Organic Sweden.
Organic and local – double the benefits
During Eko-september, Organic Sweden and Ekologiska Lantbrukarna also want to highlight that organic and local do not have to be opposites. On the contrary, the two approaches can complement each other and offer consumers several benefits at the same time. Several of the products served during the Eko breakfasts also come from organic farmers in Skåne. These include the yoghurt, eggs and rapeseed oil used for the homemade granola.
In the debate, organic is often set against local, but it is possible to have both. When food is both organic and locally produced, consumers get “double the benefits”. Many people want food to be produced with consideration for biodiversity, aquatic environments, soil health and animal welfare – while also coming from farms in the local area. With Eko-september, we want to highlight precisely this combination, says Charlotte Bladh André.
The aim of Eko-september is to encourage more retailers and food industry stakeholders to highlight organic products and inspire consumers to make more organic choices in everyday life. The campaign is organised by Organic Sweden together with KRAV and Ekologiska Lantbrukarna.
This year’s partners
Arla, Gunnarshögs Gård, Midsona/Kung Markatta, Protos/Smak av Svea, Saltå Kvarn, Skånemejerier/Hjordnära, Stjärnägg and Zoégas
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