6 tips to make organic more attractive

Although price is still a barrier for many consumers, it turns out that this barrier (partly) disappears when an explanation is given about what organic is and why it is sometimes more expensive. Then 75% of the consumers are suddenly prepared to buy organic products. Communication ensures that the knowledge level increases and it helps the consumer in his choice. These and other insights about the usefulness and necessity of communicating about organic can be found in the recently published green paper 'Organic & Communication'. This green paper was written within the framework of the three-year campaign 'Bio Lekker voor je' (Organic good for you).

More communication also contributes to the consumer's knowledge level about organic, which is currently very low. About half of the consumers indicate that they only know 'a little' about what organic stands for. Therefore, there is still a lot to gain in terms of knowledge. Based on all the insights of the green paper, Bionext comes up with a number of tips and points of attention for communication about organic:

More attention for the label
Proudly show that a product is organic: with the hallmark prominently displayed and the word organic added. This increases recognisability and consumers see that there is an organic variant for all sorts of products.

Increase knowledge
Take into account that knowledge about organic is low among most consumers. Therefore, address the most important questions that make them doubtful. Also make difficult usp's like biodiversity understandable and recognisable by relating them to their daily reality, like more nature and cleaner air in your own environment.

Do not forget the ego-motives
Taste and freshness are values that are often less strongly emphasised with organic products and not always easy to claim (as a sector). But they are very important to the consumer, so pay attention to them in communication.

Emphasise the added value of organic
In order to turn around the high price perception of organic, we must always emphasise that it is about added value and not about additional price.

Communicate close to the moment of purchase
To close the intention-behaviour gap, communication on and around the shop floor is very important. We can communicate the added value of organic products in a nice publicity campaign, but if consumers on the shop floor are steered from all sides by price, it is difficult to compete.

Never contrast organic with conventional products, keep it positive
So that people do not get the feeling that they are doing something wrong, but can make a positive difference.

Download the Greenpaper 'Organic & Communication'
bionext.nl