Organic September - the UK's first organic shop in a tree

To celebrate Organic September, the Organic Trade Board created the UK’s first pop-up shop in a tree near an urban london farm.

Inspired by the Faraway Tree by Enid Blyton, produce was lowered from the branches by the ShopTREEpers using a pulley system to communicate the organic alternatives of everyday food items such as eggs, bread, fruit and vegetables that are available.

The tree brings to life the key message of Organic September which is communicates the belief that ‘nature has the answer’ to making a differenceThe installation was created in response to a survey by the Organic Trade Board, which found that over two thirds of Britain’s would swap a regular grocery item for an organic alternative during Organic September and over 12 million of those surveyed are more likely to buy organic products than they were before the COVID-19 pandemic.

The demand for organic post lockdown has reached a three year high thanks to a growing interest in ethical food and animal welfare with sales over lockdown increasing 18.7% .

Over half (51%) of Brits said organic means ‘better for the environment’ to them with over two thirds (67%) of Brits would like to swap a regular grocery item in September for an organic alternative.

However, there are still many misconceptions surrounding organic products including 1 in 6 (16%) believing it is no different to non-organic and almost half (46%) of Brits think ‘natural’ or ‘free range’ is as good as organic. Less than 3 in 10 (28%) of Brits realise that eating organic food supports the planet.

“Our survey has uncovered some really interesting insights about consumer opinions. There are so many good things about choosing organic but plenty of misconceptions too, says Harriet O’Regan, Marketing Director of the Organic Trade Board.

“The organic movement helps protect our environment, our soils and our wildlife and has sustainability at its heart. Reconnecting with nature, sharing facts about organic farming, or making a small swap are all ways shoppers can get involved with this year’s Organic September campaign.”

The month-long UK-wide celebration of organic food, textiles and other products, capitalises on the desire for a green recovery from Covid-19 and calls for a sustainable, planet-centric approach to production.

Many Brits surveyed believe they get better quality when choosing organic with over a third (36%) choosing fruit and vegetables and almost 3 in 10 (28%) choosing eggs.

According to the survey the top five organic foods Brits would most like to swap in September are: Fruit and vegetables (31%), Meat and poultry (22%), Eggs (20%), Milk (17%) and Bread (12%).

Cristina Dimetto, General Manager of the Organic Trade Board (OTB), said: “It’s our mission to help people understand the organic link to sustainability and offer new ways for everyone to get involved, choose organic and make a difference.”