Blogs
It’s Organic September, and the Soil Association is leading a month-long campaign which aims to raise awareness about the benefits of going organic, and celebrates organic producers and farmers. There are two main reasons why people opt for organic food - health and sustainability - and these concerns are becoming increasingly important for them as consumers.
Put simply, organic means that a product contains zero artificial additives and preservatives, and any preservatives that are used to produce organic products are all derived from natural ingredients. Non-organic products contain a whopping 15 times more pesticides than organic.
In order to produce organically, farmers must conform to high levels of animal welfare. It is said that organic farming methods could have the biggest impact on addressing climate change across food production, which host an average of 50% more wildlife than non-organic farms. According to The Soil Association, it is estimated that if all farmers were to produce organically, they would offset at least 23% of greenhouse gas emissions.
There is a misconception that organic automatically means environmentally friendly and vice versa. Although organic food production can help to combat climate change, over half of consumers expect organic items to be packaged sustainably, over non-organic items. This isn’t always the case, of course, so it’s important to be clear on your offering.
UK organic food and drink sales having increased by 54% since 2019 and with a market now worth over £3bn, the demand for organic is only set to rise.
Our client, Planet Organic are the one stop shop for organic foods, body products and supplements and were the first store to be certified by The Soil Association. Their website mission statement explains why organic is so important to them:
“We care deeply about the communities we are a part of. Our goal is to promote health within our communities and to be ethical in our treatment of both people and the planet. Being part of a community also means being part of conversations, listening and using the views of those we serve to improve what we do.”
According to research from CGA Neilson, 75% of consumers said that it’s important to have healthier options available when eating out, and around 70% of consumers keep sustainability in mind when deciding what to eat and where to eat. Nearly half of customers (42%) said they think venues can do more when it comes to health or sustainability.
Based on results from our consumer surveys, 80% of customers are more likely to choose a venue that proactively sources local organic produce, over one that doesn’t.
Research points to customers being increasingly aware and compassionate toward environmental decline, which is already influencing on the brands they choose and the venues they visit. It’s likely that this sentiment will only continue to grow in the future, and so sustainability and quality of product will become important brand differentiators. It’s certainly worth evaluating your offering with these factors in mind, and if that’s something your business is already doing, then ensuring that this message gets across to customers is equally important.
Letting your customers know that your brand is passionate about the environment or for their health might just be the deciding factor between them choosing you over a competitor.
Whether you want to see what guests think of your current menu or you’re looking to trial a new one, our Product Ratings can support your business by measuring the performance of your current offering - allowing you to gain valuable insight into what’s working and what could be tweaked. Why not book a demo and chat to our friendly team?
