Organic Month: Why It’s Time to Reclaim What Organic Really Means
Every September, Organic Month reminds us why organic food still matters. Run by the Soil Association, this annual campaign champions the benefits of organic products and practices.
At The Good Crowd, we are spending this month not just celebrating organic, but reflecting on what needs to change to reclaim the true meaning of organic . We are also speaking to those who are helping to shape that shift, including Megan Love from Mr Organic.
Our very own Catherine Coward has a passion for organic which runs deep, from her university dissertation to her weekly Riverford veg box. She believes that organic is about more than a certification. It is a holistic commitment to better farming, healthier food, and a healthier planet
Why Organic Still Matters
Let’s start with the fundamentals. Organic agriculture protects soil health, avoids synthetic pesticides and fertilisers, promotes biodiversity and, done properly, supports more resilient food systems.
It’s not just idealism. Organic delivers in some vital environmental areas. According to the Soil Association, organic farming can increase biodiversity by up to 50% and deliver lower greenhouse gas emissions by avoiding fossil fuel-based fertilisers (Soil Association).
Consumer Demand for Organic, but it has its challenges
Organic food is not only still relevant in the UK, it is experiencing significant growth. In 2024, the UK's organic food and drink market reached a record £3.7 billion, marking a 7.3% increase from the previous year (Soil Association) Yet organic farmland in this country has declined since 2008 due to higher input costs; such as fertilisers, Brexit-related subsidy changes, land competition, and tax concerns (Gov.uk).
Consumers face barriers to choosing organic too:
Price: Only 14% of consumers are willing to pay 40% or more extra, though premiums are often higher.
Availability: Organic is less accessible outside cities.
Awareness: Confusion about benefits and labeling persists.
How the UK Compares to Europe
Despite this growth, in the UK, organic is still a niche. Just 3% of farmland is certified organic – compared to 10% in France and over 25% in Austria (Eurostat).
Across Europe, public procurement policies, subsidies, and school food programmes integrate organic in ways the UK hasn’t matched. This creates a two-tier system. Organic thrives in high-income retail spaces, but lacks structural support. In countries like Denmark and Germany, organic is increasingly mainstream because it’s integrated, not isolated (European Commission).
What Gen Z and Millennials Think
Younger shoppers, especially Gen Z, are reshaping the organic market. They’re less brand loyal, more issue-driven, and more demanding of transparency. According to Soil Association research, 43% of 25 to 34-year-olds say they prefer buying organic because it supports the environment (Soil Association report). But they’re also more likely to question greenwashing, dig deeper into brands’ ethics, and seek out local or regenerative alternatives.
Millennials, too, are driving growth in sustainable food and drinks and they’re increasingly expecting organic to mean more than just less harm. They want to see a positive impact.
Voices That Are Reclaiming Organic’s True Meaning
One brand helping to remind us what organic should stand for is Mr Organic, a company that combines organic principles with Italian traditions. This creates the perfect recipe for high-quality food that respects both our health and the planet.
We worked with Mr Organic to look at their internal brand health, brand awareness, equity and consumer perceptions. We also reviewed the external dynamics of the Organic food category.
We recently spoke to Megan to get her perspective on Organic and why it’s a non-negotiable for Mr Organic (and no, it’s not just because it’s in the name). Organic practices are at the heart of Mr Organic's business model, which goes beyond certification. It influences everything from farming methods to product development and community engagement. It ensures the products created are not only delicious, but they also support healthier soils and protect wildlife.
So What Now?
Organic Month should be more than a celebration. It should be a chance to:
re-centre and to reignite what Organic truly stands for.
to educate and remind people that organic, when done right, is about people, planet and long-term health.
to support systems and farmers who are working hard to maintain and improve soil health, wildlife and food quality.
If you want to explore the subject further, check these sites out:
Wild Leeks
The Soil Association Organic Month
How The Good Crowd can help
We work with Organic brands to help you communicate your “why” with clarity and impact. We’re experienced in making the benefits of organic simple, relatable, and engaging for consumers, employees and investors. If you’d like to find out more, please get in touch. We’d love to hear from you.