Organics in Scotland
Organic farming and food has a massive role to play in Scotland's economy with annual Scottish sales of nearly £52 million (in 2012). The organic sector plays an exemplary role in the supply chain, working with the environment, minimising fertiliser and pesticide use.
The Scottish Government has worked with stakeholders through the Scottish Organic Forum to develop an Organic Action Plan (published March 2011). The Action Plan reflects the shared agenda for the sector, with actions being taken forward by all parties concerned with growing the organic food and drink supply chain in Scotland.
'Organic. Naturally different.' Campaign
After a successful year for the ‘Why I Love Organic’ consumer campaign, in May 2012, the organic industry announced a Year 2 plan to continue to increase awareness of the benefits of organic food and farming and grow the current rate of organic sales.
This promotional activity builds on the foundations of the ‘Why I Love Organic’ campaign and focuses on a message relating to naturalness - ‘Organic. Naturally different.’. This approach has been driven by a need to reinforce the difference between organic and non-organic and communicates the message that organic food is naturally different.
EU Promotional Toolbox
The European commission has created an organic toolbox - all the materials it includes have been created for the use of professionals throughout the entire organic food and farming sector. The toolbox provides print, photographic and audiovisual material to be used by stakeholders including organic farmers and farming associations, processors and retailers for generating their own promotional campaigns in the different EU Member States.