Upmarket UK retailer Waitrose has pledged its support for an industry-wide marketing campaign designed to promote organic food in the country.
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The organisers behind the OrganicUK campaign have been looking for supporters to generate funding that it hopes will be matched by the EU.
The campaign has lodged a bid with the EU, which if successful, could mean the marketing push starts in the summer.
The OrganicUK push has received financial backing from the likes of Cadbury-owned Green & Black’s, children’s food maker Organix and dairy groups Rachel’s Organic and Yeo Valley.
Industry funding stands at GBP260,000 (US$423,000) and campaigners are looking for more backing that, combined with a successful bid to the EU, would take the pot to GBP2m for a three-year programme.
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By GlobalDataWaitrose brand manager for organic Andrea Watson said: ”It is crucial that consumers understand the points of difference around organics and what they are paying for.”
