A new survey from the opinion institute Verian, conducted on behalf of Organic Sweden, shows that 73% of London’s conscious consumers have a positive image of Swedish organic food. The positive picture gives extra impetus to the three-year export initiative Organic Export UK, in which Swedish food companies with organic products work together to establish themselves on the British market.
Health is the strongest driving force behind organic
The survey, which was conducted among conscious consumers in London and its suburbs, also shows that the target group has good knowledge of organic production. Health and sustainability are the main reasons for choosing organic food and drink, closely followed by better taste and fewer additives.
“Organic Sweden runs the Organic Export UK project together with nine Swedish food companies. For three years, we will work to ensure that their products reach British consumers. The strong image of Swedish organic food and drink gives us a boost in our export efforts,” says Anton Järild, project manager at Organic Sweden.
Results from the survey in brief:
- Positive view of Swedish organic food – 73% of London’s conscious consumers have a positive image of Swedish organic food.
- Good knowledge of organic – 80% consider themselves to have good or very good knowledge of organic production.
- Health and sustainability in focus – The most important factors when choosing organic are health and sustainability, followed by better taste and fewer additives.
- Challenges: price and availability – The biggest barriers to buying organic are higher prices and limited supply.
“We see a positive development for organic food in the UK and a great interest in the type of products that we have with us in the export initiative. Through collaboration on concepts, fairs and campaigns, we hope to lower the thresholds and make it easier for our Swedish companies to succeed in the British market,” says Anton Järild.
Swedish organic food in focus at the NOPEX fair
The next step in the export initiative is a Swedish pavilion at the Natural and Organic Products Expo (NOPEX) in London on 12–13 May. NOPEX is the UK’s largest trade fair for organic food and beverages. There, the participating Swedish companies will showcase their products and meet British buyers and distributors.
“We look forward to gathering prominent food companies under a common umbrella and showcasing the strong added value that comes with Swedish organic. With the EU’s common label for organic production, companies can easily show and guarantee that their products make a difference for both the environment and the consumer,” says Charlotte Bladh André, CEO of Organic Sweden.
Swedish companies participating in Organic Export UK:
Berte Qvarn – Sweden’s oldest family-owned mill, offers high-quality organic flour and oats.
Biofood – A leader in organic and healthy foods, with a wide range from superfoods to raw materials.
Camelina of Sweden – Versatile oils and seeds from oil daisy, grown with a focus on sustainability and good taste.
Dig – Organic snacks with a short list of ingredients, created with both taste and the environment in mind.
Fazer Mills – Organic grain products with a strong focus on Nordic raw materials and sustainable farming.
Moonvalley – Natural energy bars developed by elite athletes, perfect for an active lifestyle.
Nordic Chocolate – Award-winning bean-to-bar chocolate, made from organic cocoa with a passion for sustainability.
Oh Mungood – Organic and plant-based products made from mung beans, a sustainable source of protein.
Svenska Lantchips – Traditional, tasty crisps of the highest quality.
There is still room for additional companies within Organic Export UK. Contact Anton Järild at Organic Sweden for more information about participation.
Om Organic Export UK
Organic Export UK is a three-year project with the goal of increasing sales and production of organic food from Sweden through export promotion activities. Behind the initiative is Organic Sweden, the industry organization for organic food in Sweden. The project is mostly funded by the EU.
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