In a bid to emphasise the benefits of buying organic, Tesco has mounted a two-tiered re-design campaign.

Phase one of the re-vamp - already launched in store - is the use of vibrant eye-catching 'Why Organic?' stickers flagging-up three key plus points when buying organic.

Phase two - due to be launched early March - takes the on-pack information idea one-step further, providing more detailed information on the advantages of choosing both UK and imported organic fruit and veg.

Heading-up the re-design campaign is Tesco's customer manager for produce, Sally Eglin, who said: 'Many customers are still unsure about what organic fruit and veg is and the benefits of buying it. It's still a grey area.

'The idea behind this re-design is to give customers clear and concise information on what organic actually means.

'We are giving them a reason to believe and trust in Tesco's organically-grown produce, as well as a reason to buy it.' The 'Why Organic?' stickers launched in phase one of the re-design appear on the front of most organic fruit and vegetable pre-packs and feature the following product information: * Tasty, full of flavour, nutritious * Prohibits the use of genetically modified materials * Builds healthy fertile soil through recycling of natural wastes Phase two will provide customers with much more in-depth knowledge on the front and back of organic fruit and veg packaging.

Both front and back of pack information will differ depending on whether the produce inside is UK organic or imported organic. Tesco is particularly keen to emphasise on its new back of pack labelling its efforts to secure longer term contracts with its UK organic farmers.

By strengthening links and planning further ahead with its key organic growers, the supermarket hopes to ensure supplies are more consistent and meet specific customer requirements.

'The idea is to educate customers on what organic actually means to them as well as what it means to us,' said Eglin.

'We want to emphasise that we are committed to sourcing organic produce from the UK whenever possible but that overall, our aim is to provide customers with the best organic produce from the best sources at the best prices.'

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