Good marketing is paramount for an organic business to thrive. Time needs to be spent thinking about and doing market research pre conversion, during conversion and post conversion.

Tell the organic story

If organic food is to sell at a premium then the full value of that premium in terms of health, the environment, animal welfare, taste and other factors needs to be communicated. Communicate the product origin and the benefits of organic food through encouragement of farm visits, and by adding simple on-pack messages. If there is not space to do this promote a web address or create promotional literature where consumers can read about the benefits in detail. For example Graig Farm have added codes to organic packaging enabling the consumer to visit a website and identify the farm the product originated from.

What you can say
Find out what you can say about your products - the Soil Association has statements about the benefits of organic food which are acceptable under the British Code of Advertising. They can be used by companies in adverts, on leaflets, and as part of on-pack sales promotions such as a prize competitions or 'buy one, get one free' offers. See www.soilassociation.org/approvedquotes.

Market and deliver on taste

Research shows that many consumers expect organic food products to taste better than non organic food products. It is necessary therefore, to ensure products meet consumer quality expectations. The full flavour of organic produce should be promoted and promotional tastings can be organised. This is especially important when marketing produce unlikely to attract the health conscious consumer such as organic beer, wine and spirits.

Keep it simple

Don't forget to tell consumers how to identify organic produce and how 'organic' differs from 'free range' and 'natural'.

Highlight health

Try to communicate the health benefits of organic produce wherever possible. Consider the name of the product and whether or not it helps to create a healthy image for example The Better Food Company.

Make connections

Link with appropriate charities and other organisations to accentuate the benefits of organic food and farming; exploit the typical sequence of buying by promoting eggs and dairy to fruit and vegetable customers and meat to dairy customers.

Regional/group branding

Producers and processors should consider differential branding, perhaps using additional stick-on labels or entirely different packaging to emphasis the UK/national/regional origin of their product. SA Certification licensees can use a range of free labels, based on flags, to promote the origin of their product.