The Soil Association is aiming for a 10% rise in organic sales during Organic September despite another disappointing year for the category.
It has agreed a more sales-orientated programme of activities with Tesco, Sainsbury’s, Waitrose and Ocado, involving more promotions and couponing than last year.
Tesco, which has just added an organic section to its website, will run a Clubcard points offer for customers buying organic veg, supported with displays and adverts in-store.
Ocado has started running promotions on a third of its 1,500-strong organic range, advertising the offers prominently with banner ads.
“People need to be re-energised about organic - it can easily fall in and out of the shopping baskets,” said Soil Association trade consultant Finn Cottle.
Over recent years, organic products have done more falling out of baskets than in, and the latest figures show things getting worse.
Last month, The Grocer reported that sales had slumped 8% to £773.7m over the past year, a bigger decline than in 2011 [Kantar Worldpanel 52 w/e 13 May 2012].