Is organic finally going mainstream?

Organic farmers have long known that nature has the answer but are we about to witness the biggest mainstream shift to organic in our lifetime?

This Organic September, Tim Mead from Yeo Valley explains why the brand is launching their rallying cry to consumers, ‘Put Nature First’ and championing the benefits of regenerative organic farming as the solution to help slow down climate change.

Tim says: “Some of the worlds biggest brands whether it’s Patagonia, General Mills or Danone, are all starting to shout about the overwhelming benefits of regenerative organic farming. Is the current publicity a sign that the double potential of producing healthy food, increased diversity and bio abundance (by not using chemical fertilisers and sprays) and the potential to sequester large amounts of carbon into the soil an opportunity that is going to propel organic into the mainstream?” It’s a thought that’s dominated Tim’s mind as he’s watched, read and listened to the videos, articles and papers from some of the world’s biggest brands attempting to find the balance between food production, the environment, their communities and profit.

For him, leading Britain’s largest organic brand and supporting British organic farmers for over 25 years, regenerative organic farming is hugely exciting, “in a way this is returning organic to its grass roots and the fundamental choice of soil not oil, as a basis of producing food” he says.

Degraded soils have become a major contributing factor to climate change and now we’re seeing some of the world’s leading consumer brands including Yeo Valley shine a spotlight on this important topic.

credit:Yeo Valley

Working with Nature

At Yeo Valley, in Somerset, the cornerstone of their whole operation is the soil. With 2,000 acres of land, over 400 British Friesian cows and 800 sheep they firmly believe that if they get the soil right everything else will follow; “like all things in nature, healthy soil is about balance and we spend a lot of time ensuring our soils have the right balance of nutrients, air and water, just like any living thing,” says Tim.

“Nature is a great teacher. We plant up to 10 different species of grass, clover and herbs in the grazing lays, this helps boost the soil fertility and makes the soil structure more resilient to extreme weather conditions like drought or floods. We keep our fields covered with crops throughout the year to ensure all these elements aren’t then lost. Farming a mix of cows, sheep and crops is essential on our farm as the manure from the animals is what gives the soil such life and is the catalyst for its health. It also helps make organic soils more effective at storing carbon in the long-term,” Tim says.

It’s not only about carbon sequestration it’s also about organic farming as a holistic system that works with, rather than against the natural system. In a bid to champion organic dairy farming and encourage more people to buy British organic products the dairy label is promoting ‘Put Nature First,’ across all key touchpoints and the brands channels; from packaging to on-pack promotions; in-store activation to TV, digital, social and the popular Yeo Valley loyalty scheme, Yeokens. The importance of putting nature first will come to life in a new interactive QR code (currently on Yeo Valley Organic milk range), which takes you to a new powerful short film about working with nature not against it.

We have an opportunity to increase the awareness of the benefits of organic and the importance of supporting British organic food production; from fewer food miles and a lower carbon footprint to supporting the local economy with thousands of jobs.

All Yeo Valley products will feature the word ‘Organic’ in the iconic heart logo. Supported by a black board which signposts snappy consumer messages about how the brand itself puts nature first and how consumers can too. These messages will include the importance of soil health, reducing food miles and supporting biodiversity and wildlife - which 25% of Yeo Valley’s land is dedicated to.

We’re about to see Yeo Valley Organic start to get louder about the benefits of British organic farming and how regenerative organic farming is itself a solution which is better for the planet. Moreover, for Tim a counter argument to the domination of debate about plant-based living as the answer to climate change.

He says: “To the delight of many livestock farmers the essential incorporation of cattle and sheep in regenerative organic farming systems put a stop to the notion that we will all have to consume a 100% plant-based diet to save the planet. It’s inevitable that we will consume less meat and dairy per head in the future but if what we consume is from regenerative organic farming systems and not intensive oil based farming then we can do so in the knowledge that we are helping to mitigate climate change.”

This has the potential to empower hundreds of thousands of farmers across the world who’ve been a conduit for the oil-based chemical and fertiliser industry for a generation, to take back control and work with their land and soil to be part of the solution. As the saying goes the future is now.

What’s the future?

So, has the time come that the case for regenerative organic farming is being seen by the world as the answer to slow down climate change? And to right the many wrongs of the past in farming and food production? Tim certainly thinks so; “I don’t think any Organic September has been as promising as this one for organic farming. In the throes of a global pandemic, people are looking for more answers about our environment. We’re asking for a green recovery and some of the worlds biggest companies are taking on the climate challenge and placing regenerative organic farming front and centre as the solution."

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