THE EU ORGANIC FARMING
CAMPAIGN: Promotion in Practice
Overview
§ Background
§ The campaign
§ Measures
§ Conclusions
2
Background
3
Dynamic agricultural sector
Organic farming
in the EU
Differences between Member States
Supply - demand imbalance
4
Organic production in the EU
since 1985
Hectares
Farms
7'000'000
160'000
6'000'000
140'000
120'000
5'000'000
100'000
4'000'000
Hectares
80'000
Farms
3'000'000
60'000
2'000'000
40'000
1'000'000
20'000
0
0
1985 1986 1987 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004
(25)
Source: Welsh Institute of Rural Sciences, SÖL, FiBL
5
0
1) Not available
2) Data for organic Farming, 2004
6
N orw a y
R o m an ia (1 )
B ulgaria (1)
M alta
Pola nd (2)
Ireland
C y prus
Belgium
F ranc e
Lithuania
Lu x em bourg (2)
N e therlands
H ungary
Spain
U nite d K ingdo m
G erm any
S lov ak ia
Slov enia
D e nm a rk
P ortug al
F inland
L atv ia
Sw eden
C z ec h R epublic
E s ton ia
G reec e
Ita ly
A us tria
Area occupied by organic farming, 2005
(% of UAA)
12
8
4
Source: Eurostat
The Campaign
7
Legal basis
§ European Action Plan for Organic Food and
Farming (2004): Action 1
§ Council Regulation (EC) No 2826/2000 (repealed by
Council Regulation (EC) No 3/2008)
8
How it was developed
§ Multiannual (3 years) EU-wide information and promotion
campaign
§ Expert Group for the promotion of Organic Agriculture
9
The main message
10
The approach
umbrella style-approach
P
(co rint
-fin em
an ps
ce Bio
db
y t 2006
he
EU
)
Bio, mijn natuur
(co-financed by the EU)
re
sse e EU)
e
n
th
Be
Bio ced by
an
n
i
f
(co
11
Objectives
ü To inform
target
groups
ü To increase
consumer
awareness
ü To encourage farmers
1212
Objectives
ü To increase the trust
in organic farming
Hectares
Farms
7'000'000
160'000
6'000'000
140'000
120'000
5'000'000
100'000
4'000'000
Hectares
Farms
80'000
3'000'000
60'000
2'000'000
40'000
1'000'000
ü To contribute to
the growth of
organic farming
20'000
0
0
1985 1986 1987 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004
(25)
Source: Welsh Institute of Rural Sciences, SÖL, FiBL
13
Campaign slogan
§ « Organic farming.
Good for nature,
good for you. »
14
Target groups
§ Consumers: 8 to 80 yrs old
§ Stakeholders: Producers, suppliers,
processors, etc.
§ Multipliers: Academics, teachers
etc.
15
Measures
16
Website
Organic farming website in 22 EU
languages
www.organic-farming.europa.eu
§ Information and communication
platform for all target groups
17
Website: what it offers
§ For the consumers:information
on organic farming
§ For stakeholders: a toolbox
with communication tools to
promote organic production
18
Toolbox: what it provides
§ Easy and free of charge access
to a variety of materials for
promotion campaigns.
19
Toolbox: what it contains
§ Set of slogans and messages
§ Marketing material including brochures,
leaflets, posters, etc.
§ Radio and TV material
§ Photo list
§ Information packages: different target
groups
20
Conclusions
21
EU co-financing
§ Council Regulation (EC) No
3/2008
(OJ L No 3, 5.1.2008, pg. 1)
§ Commission Regulation (EC) No
501/2008
(OJ L No 147, 6.6.2008, pg. 3)
22
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