So, while the entirety of the UK were sharing horse puns online at the expense of Tesco and Findus, the organic food companies were given their chance win by a nose. Supermarket organic food sales, accounting for about 70% of all organic food sales in the UK, rose by 8.4% in February 2013 compared to the four weeks before the horsemeat revelation.
Reading up on the reactions seen by many local butchers and organic vegetable retailers, it became clear that customers were suddenly very interested in how their food was produced, where their meat was sourced and whether it had ever been ridden at the Derby? These smaller businesses were suddenly being rewarded for their lack of horseplay with new customers with a refreshed interest in where food comes from.
This is time for organic food production brands to jump on the social media apple cart and promote their products. Use your knowledge of the way organic food is sourced and produced in this country to educate the vast majority of us who assume “it’s all the same, isn’t it?” Promote the farmers you work alongside and build a new digital community as organic as the food you bring to the market.