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OTB Launch Organic Breakfast Campaign



The Organic Trade Board and Soil Association are once again rallying the independent retailers to help them promote an organic way of living. Last year the Wake Up to Organic campaign was a success and this year it’s hoped to be even bigger. The aim of the Wake Up to Organic campaign is to help raise awareness of organic products.

On Wednesday 15 June, Wake Up to Organic will see stores across the UK offer passers-by a free organic breakfast, product, or coffee to celebrate all things organic. To help raise awareness of the benefits of organic, the Organic Trade Board and the Soil Association are providing a toolkit including suggestions for selling more organic, facts about organic and point of sale materials.

Stores are encouraged to run events, displays and tastings in the run up to the event and link up with nationwide social media and press activity using the hashtag #WakeUptoOrganic.

Annie Seeley, of the Organic Trade Board, said; “The campaign is a great opportunity for independent retailers, wholesalers and brands to communicate directly with their customers about the benefits of eating organic and to demonstrate how easy it is to make the switch at breakfast. We want to build on the success of last year’s campaign, so that all over the UK more and more people Wake Up to Organic on 15 June.”

Lee Holdstock, Trade Relations Manager at Soil Association Certification, said; “We know sales of organic through independent stores are climbing – this year our Organic Market Report showed an increase of 7.5% – and we want to help more people find out about how organic can make a difference. Breakfast is a great way to do this. It’s a simple, easy and delicious way to show customers how easy it is to make a change to organic.”

The campaign is being supported by in store events across Edinburgh, Brighton, Bristol and London. Local bloggers are invited to attend events and create a special recipe prepared in store. Organic experts or spokespeople will be attending to explain to customers more about the benefits of organic food and farming.

Brand’s already involved include Alara cereals, Pukka Tea, Organico, Helen Browning’s Organic, Flahavans, Pip Juices, Doves Farm, Clearspring, Mr. Organic and 3V, Meridian.

To find out more about how to take part go to the website or get in touch with the Organic Trade Board by emailing