Last week's post about ethical purchasing ended with my view that strong brands with a clear message are needed to help consumers navigate their way through an increasingly complicated set of ethical purchase decisions. Free range, Fairtrade and British were cited as examples of good brands. Organic was not because only 32% of consumers said they would be interested in organic products, compared with 59% for free range, 48% for Fairtrade, and 49% for British.
I may have been wrong to omit organics. It is after all a nearly £2billion market. And then along comes an article in the Sunday Telegraph. They reported a fund raising event in London this Thursday, sponsored by the Soil Association, to help children visit an organic farm. Organisers include minor glitterati such as model Sophie Dahl, actor Richard E Grant, Jemima Khan. Annie Lennox will be performing. Four hundred guests will attend.Tickets cost £1000 each. (No, not a typo!).
So the organic brand does have power for some. There can't be many branches of agriculture that would persuade people to pay £1000 for dinner. It would be nice if there were.
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