Innovation spotlight: High trust in organic spurs ethical NPD

European consumers express a high level of faith in organic certification standards. According to data from the European Commission, more than 70% of consumers say they trust organic products.

While organic certification speaks to production methods, consumer trust in organic is about more than quality alone. Organic production entails a level of protection afforded to the environment and higher animal welfare standards.  

According to European regulators, who have developed the standards of the European organic certification scheme, organic production combines “best environmental practices​”. It entails a high level of biodiversity and the preservation of natural resources and utilises natural substances and processes, rather than chemical fertilisers and pesticides.

Organic production also speaks to higher levels of animal welfare. This includes the selection of “appropriate breeds and husbandry practices​” as well as the maintenance of animal health by encouraging the natural immunological defence of the animal, meaning lower antibiotic usage.

At a time of growing scepticism in the food system, organic sales in Europe are witnessing rapid growth. EC figures reveal a 47.7% rise in organic sales in the region between 2012 and 2016, when the total market value increased to €30.7bn.

Innovation in the organic space is creating a positive cycle of growth – responding to and feeding off consumer excitement.

Some of the latest innovations in organic will be on display at the GO! Organic Festival, which takes place in London in early September. The event aims to highlight this diversity at its 100-stand marketplace in Battersea Park.

“GO! Organic Festival is about people coming together to have fun and share their love of all things organic.  It’s about seeing, sampling, tasting, experiencing, and discovering what’s out there and what’s new,”​ Festival sales manager Amanda Thackray explained.

Click through to see some of the most exciting innovations that will be showcased at the event.