News of Organic Industry
Organic Sweden’s campaign “Eko-september” includes various efforts in terms of social media advertising etcetera, but interestingly, it is designed to be used by others. The campaign site www.heltenkelteko.se contains pictures, graphics, texts and facts that are fairly generic. The idea is that retailers, influencers, manufacturers and others may use the material in their own marketing.
One core concept in the campaign is that all the 858 standard criteria that organic producers have to meet, actually are there to produce a beneficial difference. The standard criteria, in reality, are actions taken on the farm or at the processor. These serve to produce biodiversity, clean water, living soils, no artificial pest controls, animal welfare beyond the ordinary, food without unnecessary additives and high quality certification.
“ONE CORE CONCEPT IN THE CAMPAIGN IS ‘858 ACTIONS = SEVEN MAJOR WINS’”
As such, these claims may seem non-controversial. However, there are lots of examples of organizations suing organic marketing efforts in Sweden, and that has produced a general understanding among marketers that you need to be very careful when making claims about organic. The devil, apparently, is in the detail. To prevent expensive legal experiences, Organic Sweden has spent considerable efforts to double-check the double-check of every detail of a number of specific claims. Hopefully this makes marketers a bit more confident in using these texts in their marketing. These claims also may be interesting to a wider audience.
Language is a tricky thing, and the statements and claims below should not be considered legally safe in all jurisdictions. Nevertheless, here goes:
#1 Naturally organic
The organic farmer does not use any artificial chemical pesticides that may spread in the ecosystem and end up killing pollinators like bumble bees and bees. We think that is what it means to be considerate.
#2 More diversity
On organic farms, on average, support 50% more species of plants and pollinators like bees and bumble bees.
#3 Fresh Water
Water is the foundation for all life on earth. Organic farmers do not use artificial chemical pesticides that may end up in the ground water.
#4 Pure manure
Organic farmers use manure and plants rather than artificial fertilizers that require lots of fossil energy. The organic way of providing nutrients to the plants builds rich soils bustling with life.
#5 Animals going about their animal business
Animals like to graze, root and peck, regardless of rain or sunshine. On an organic farm this is business as usual. Whatever feed the farmer provides to the animals is mostly organic feed from the farm.
#6 Less strange stuff in the food
The organic standards does not allow artificial colouring, taste enhancers, preservatives or sweeteners. And no non-sustainable palm oil. Enjoy your meal!
#7 Certified excellence
All organic food is certified by a third party. This means that someone other than the grower, processor or retailer examined, and approved, the process. When a product claims to be organic, you can be sure it’s OK. Certified OK. Organic products are always audited and always labelled with KRAV or the green EU-leaf.
Tags: Organic Food ; Benefits