To Counter Demand Weakness Organic Farmers Told To Stress Sustainability

According to Patrick Holden, retired director of the Soil Association, recent faltering demand for organic produce is due to a number of factors: negative reactions from traditional farmers, PR campaigns against organic, consumers’ perceptions of exclusivity, a lack of understanding of the benefits of organic agriculture, and the impact of the weak economy shifting purchases to lower-cost items. Instead of stressing ‘organic’, Holden argues that suppliers emphasize ‘sustainable agriculture’ and ‘sustainability’ that he sees as a more attractive and enduring message.