The #ThriftyOrganic Challenge is the latest campaign unveiled by the Organic Trade Board (OTB).
The organisation has issued the challenge as part of the wider 2015 ‘Organic. Naturally Different’ campaign and aims to highlight to consumers how simple it can be to eat organic and be thrifty too.
The #ThriftyOrganic Challenge will be led by internationally renowned food blogger and Times bestselling author, Deliciously Ella (pictured), alongside top parenting blogger, English Mum, and 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 consumers 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.
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 per cent 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 per cent of the organic consumers surveyed were not price sensitive, nor did they base their buying decisions on cost.
Catherine Fookes, Campaign Manager at the OTB, said: “The #ThriftyOrganic Challenge aims to convey the value of organic products to shoppers and break down 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 #ThriftyOrganic Challenge will run from June until the campaign end in March 2016 and will feature recipe inspiration, thrifty tips, blog posts and social media content.