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Independent celebration as hundreds join organic campaign

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Almost 300 independent retailers joined forces to spread the organic message through the most successful Wake Up To Organic to date.

Some 14,000 mini organic breakfasts were served across the country as part of the Organic Trade Board’s Wake Up To Organic event, which saw some 280 independents get involved in what was the biggest ever annual campaign to help shoppers make the switch to organic at the start of the day.

The campaign was supported by a host of organic brands, providing samples for stores to use on the day and many OTB members ran their own Wake Up events in their office.

Social media was a key focus for the campaign, with a host of influencers helping to generate a massive 6.5m reach on social channels, up 41 per cent on the 2017 campaign, with #Wake Up To Organic trending in the top 10 on Twitter from early morning to lunchtime, and across Twitter and Instagram, the community posted more than 2,100 messages.

Local stores were featured in regional press in the lead up to the event and with lots more activity taking place throughout the summer for the wider Feed Your Happy campaign, Wake Up To Organic has kicked off its summer messaging efforts.

Aileen Nicol, Campaign Director at Organic UK, commented: “Wake Up To Organic this year was the biggest yet and showed how the collective effort of the organic community can really make a difference to the potential for organic in the UK by helping consumers make a choice for organic, everyday and forever.”

Next year’s event is set for Wednesday, June 12, 2019. To find out more about how to take part, visit www.wakeuptoorganic.co.uk or contact Tilly Ashton at tilly@ organictradeboard.co.uk

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