Top food blogger and best-selling author Deliciously Ella is to front a new Organic Trade Board initiative aimed at showing people that organic doesn’t have to be expensive.
Led by Deliciously Ella and top parenting blogger English Mum, the #ThriftyOrganic Challenge will encourage consumers to make the transition to eating organic food for one week on a normal couple or family’s food budget.
To inspire people to get involved in the challenge, the OTB has created a selection of money saving tips to help make the transition to thrifty organic eating, alongside some delicious, budget-friendly meal suggestions. Ella’s first post went live today.
The #ThriftyOrganic Challenge follows the launch of organic consumer research commissioned by the OTB in March 2015. ‘A Fresh Look at the Organic Consumer’ highlighted price as one of the barriers to shopping organically, with over 40% of those surveyed limiting the amount of organic food they bought due to the increased cost. However, the research also revealed that this perception is changing; 42% of the organic consumers surveyed were not price sensitive, nor did they base their buying decisions on cost.
Catherine Fookes, campaign manager at the Organic Trade Board said: “The #ThriftyOrganic Challenge aims to convey the value of organic products to shoppers and breakdown the misconception that organic food is out of reach for most people.
“The #ThriftyOrganic Challenge aims to convey the value of organic products to shoppers and breakdown the misconception that organic food is out of reach for most people”
“Our research has shown that these price perceptions are slowly changing and the #ThriftyOrganic Challenge aims to cement this shift in attitudes by emphasising that eating organic is achievable for everyone.”
The initiative will run from June until the campaign end in December 2016.
