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B  s *޽h ? ̙33 $Blank PresentationL 0 @@\(  @ @ N`Lii C:   ~*   E##EEjj @ NUii  :  *   E##EEjjd @ c $ ?E  8 @ NdXii  <  RClick to edit Master text styles Second level Third level Fourth level Fifth level!    S  @ T^ii =Cw   ~*   E##EEjj @ Txpii = w  *   E##EEjjH @ 0 hΗ ? ̙3380___PPT10.|P"J 0pj(  p p N<ii G#  * \   E##EEjj  p Npvii  #  t*   E##EEjj p T|ii RGu   r*   E##EEjj p Tl}ii R u  t*   E##EEjjH p 0 hΗ ? ̙3380___PPT10.| ] 0L0  , ( H74 ,  , <l* P *  , 0Tn*d I    , 0s*v  J Consumer-facing & the Soil Association Helen Taylor, Soil Association*K&(# K H , 0޽h ? f3333x 0L0 P (     <B     0 p What is organic? Consumer confidence, principles & standards - protect & increase Make it global and local Slow food Can the organic movement promote itself more effectively? Joined-up thinking for organic (food & beyond) - organic development is about lifestyle ,g  H  0޽h ? f3333 0L0 \T` ( w    00 FWhat is organic - what does it mean to consumers, what should it mean?&GF   G   0 P Clear message of what organic is about needed from government & certification bodies We have benefited from standards progressing but now they need to sit still Organic can be a turn-off, brands have reduced prominence of the word organic We need organic standards that meet consumer expectations but we need to educate them first Actions: tool kit of 20 statements covering environment taste, health, animal welfare & an Organic Trade Association XVvSt  H  0޽h ? f3333b 0L0 p (     0H B Consumer confidence, principles & standards - protect & increase <C @   C <  04 0< 4Conclusions Principles should lead and dictate standards - at the moment it s the other way around. Is there a commercial benefit of improving standards? Only if important to consumers & communicable Involve consumers? Its hard for consumers to find out about certification. x XdK  H  0޽h ? f3333 0L0 TL ( . P    0(- Make it global and local>       00 ^ Stick to defined organic message The movement should not become side-tracked by issues such as local Let consumers decide on local issues Promote message of organic in foreign countries e.g. care of farm workers Promote organic as a global issue .  H  0޽h ? f3333; 0L0  c( w    0P] w Slow Food<     L  0pr   Definition: Good, clean & fair Slow Food is about taste education Snail logo not allowed to be used as marketing tool You cannot just look at what is on the plate - you need to look behind the food& & & .. It relates to the culture, the conversation & the producers Slow food is taking organic back to its roots& back to taste"NM N H  0޽h ? f3333V 0L0  ~( Ow@    0 :Can the organic movement promote itself more effectively? $;9  ; P  0`,j tCurrent challenges: Lack of co-ordinated marketing Lack of clearly communicated core values Lack of funds to take on conventional product fragmentation of organic certification bodies Conclusions Needed - an industry-lead marketing body to create a clear theme that can be easily communicated Funding t.b.a. - a significant increase on current funding required L   u H  0޽h ? f3333h 0L0  ( w     00 UJoined-up thinking for organic (food & beyond)organic development is about lifestyle$VU  V G  0 s Needed - more education to the consumer about what organic means beyond food e.g. organic beauty & textiles Need to understand motivation for purchase - is it different to food? Awareness of SA logo is low in textiles & cosmetics Customer targeting - young families, pregnant women Campaign - would you eat your beauty products? Establish a trade organisationD=2r t H  0޽h ? f33334 0L0  \( ToLo    <_* P *   0% , Running theme throughout the majority of sessions challenging the role of the Soil Association& & & ... .hd  h H  0޽h ? f3333  0L0 % ( P<    <6P G     0; 0The Soil Association& & ..      0?@\ z SA weak in endorsing organic rationale to consumers & retailers SA logo - how important is it? e.g. multiple retailers moving from front of pack Organic is organic is organic? Should consumers have to differentiate between different organic standards? Desire for somebody to co-ordinate communication to retailers & consumers - should it be the SA (opinions differed) Could increase fee charged for certification if ring-fenced as marketing fund e.g closer to Fairtrade certification charges 8&    H  0޽h ? f3333  0L0 ]U ( w    <PRP G     0Wpr  0 Contrasting symbol recognition with the Fairtrade logo - where no other logo competes - should there be one generic logo? Should the Soil Association re-brand? e.g. The Organic Association Should the SA tighten standards to make their symbol mandatory on front of pack? If so, this should only be done in conjunction with a major marketing campaign around the symbol Could the SA facilitate an independent trade body, non-SA chaired, with the remit of market development, to include scientific research needed to strengthen organic claims vs non-organic?"10@)        0 d |,Soil Association& & & ...    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