The first results are coming in from our survey on UK consumer perceptions of organic versus conventional fruit and vegetables. They make very interesting reading, and will be presented and discussed in depth at the Re:fresh Conference next month.
As its title - Moving the Organic Goalposts - intimates, the conference is not simply about organics. It will provide a greater understanding of the intrinsic differences between organic and conventional produce, and bring some much needed ballast, as well as balance, to a debate that sees two per cent of this industry receive more positive recognition than the remaining majority.
Consumers at a recent focus group I attended guesstimated that between 15 and 50 per cent of the fresh produce on supermarket shelves is organic. That is an amazing misconception, cleverly fuelled by the powerful, targeted claims of the organic lobby. Many of the messages purveyed are, either directly or by insinuation, harmful to conventional products. But still the organic share remains miniscule.
Our study will now move on to ask the trade about its perspective on organics, and also what it believes consumers think. Read freshinfo and next week’s FPJ for your opportunity to participate. Whether you have an organic business or not, Re:fresh will give you a valuable insight into the organic effect on our industry.
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