Trust Whole Earth to grow your organic business
Kallo Foods will be supporting its pioneering brand Whole Earth with a £1million investment in 2008, designed to strengthen its position as a key player in the organic market, with a loyal consumer following.
 Launched in 1967, Whole Earth remains one of the UK's pioneering, organic bands. It is a first choice organic product for food lovers and families alike and was recently voted Britain's greenest food brand in a nationwide survey.
The total organic market is now worth over £1 billion growing at 12 per cent (TNS data Nov 07). Whole Earth's organic products are outperforming the sector with an upswing in sales of 12.9 per cent year on year. Organic products have benefited from a rise in spend currently five time higher than in the grocery sector as a whole, driven by new consumers entering the market and a willingness to pay more for organic foods. Currently, almost 90 per cent of households buy organic food every three weeks, up 9 per cent year on year.
And with consumers believing that organic foods are healthier, tastier and more environmentally sound, this trend looks set to continue.
To capitalise on this growth, Whole Earth will benefit from a £1m support package in 2008 including a major sampling exercise designed to encourage trial and stimulate purchase. Range extensions and new lines are also planned continuing the pioneering spirit established 40 years ago.
Commenting, Whole Earth Senior Brand Manager, Michelle Constantinou said: "With key retailers now putting more emphasis behind organic products, they are looking for strong organic brands that span a number of food and drink categories. Whole Earth meets this criterion. Its 40 year pedigree means it is trusted by consumers and is a must-stock brand for retailers seeking to guide food lovers and families entering the organic market."
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