FoodNavigator talks to Peter Melchett, policy director at the Soil Association, about communication efforts to help more consumers understand and engage in organics, and the all-important issue of climate change.
According to the Soil Association's newly released Organic Market Report 2009, UK sales of organic products increased overall by 1.7 per cent in 2008, to a value of more than ₤2.1bn. Most of the growth was seen in the first four quarters.
In an opinion poll for the Soil Association, 15 per cent of consumers said organic products accounted for 40 per cent or more of their purchases; one third said 20 or 30 per cent of their purchases were organic; and 48 per cent said 10 per cent or less.
Of those consumers not currently buying organic food, a quarter said they would like to know more about it than they currently do.
"This suggests that there is interest in organic products among non-buyers, with some potential to broaden the market still further in the future," said the Soil Association.