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Canada celebrates annual National Organic Week

The Eighth Annual Organic Week this past September 16-24 was the largest annual celebration of organic food, farming and products yet. Hundreds of individual events and retail promotions took place across Canada, highlighting the benefits of organic and its positive impact on the environment and human health. Canada’s National Organic Week brought together the entire organic supply chain and consumers to celebrate this amazing sector. Here is a recap of the campaign.

Campaign goal

Organic Week 2017 set out to deepen public trust of organic in Canada, which was sitting at 39% (COTA Ipsos Poll 2016). We are happy to announce that we have successfully achieved our goal, as a post Organic Week survey revealed trust has increased to 44% (COTA Ipsos Poll 2017).

Retail Program

The Organic Week retailer program allowed Canadian retailers to increase awareness among organic consumers. Streamlined distribution and packaging campaign, involving organic distributors such as UNFI, ONFC and Horizon, allowed Organic Week POS materials to reach hundreds of retail and event locations across Canada.

Public Relations

The Canadian organic sector saw a surge of media attention during Organic Week 2017. Coverage this year included television news, radio, print and online editorials. Organic Week has become a popular timeslot for organizations to make organic announcements and introduce new products.

Advertising

Organic Week continued to build upon the existing branding and strategically placed advertisements and advertorials in local and national publications across Canada. For the eighth year in a row, COTA collaborated with The Globe and Mail to produce a six-page special report on organic.

Social Media

Organic Week also experienced a surge in social media presence. With partnerships across Canada, Organic Week 2017 hosted an #OrganicChat Twitter Talk, launched the first Organic IQ Quiz and challenged consumers to cook with organic ingredients through the #ChooseCanadaOrganic recipe contest.

 • Over 800 contest entries

 • 7 million social media impressions

 • #OrganicChat hashtag trending on social media

POS Materials

Organic Week provided retailers, restaurants, farms, educational institutions and communities with POS and educational materials. Co-branded with Choose Canada Organic campaign, we distributed over 300 Organic Week packages containing brochures, posters, shelf danglers, booklets and pins!

Interested in becoming an Organic Week sponsor for 2018? Contact Jill Guerra (jguerra@canada-organic.ca) for info. //

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