- Following the 2025 Organic Trade Conference, held yesterday in The Barbican, consumer demand for organic remains high- the latest figures show that organic sales are almost double in volume terms compared to food as a whole

- However, the UK’s domestic organic production remains stagnant- Soil Association and Soil Association Certification are working with government to build momentum for better policy support for organic agriculture

- Only increasing organic production domestically can meet growing demand in a way that ensures the UK’s food security and a resilient agricultural sector according to Nielsen IQ

- “Winning Hearts and Minds” means making the consumer, and not the brand the hero says the conference's keynote speaker Solitaire Townsend, sustainability communications expert and founder of Futerra- and this is even more pronounced for Generation Z, who simply want products to be better

- Under 35’s currently over-index on organic purchases and they have greater interest in food systems than other generations, so they are primed to be both the future organic consumers and producers

- However, systemic barriers, particularly concerning access to land and capital prevent more young people from entering organic farming, and policy action as well as market regulation is needed to help new talent enter the sector

"Keynote speaker Solitaire Townsend speaks with Soil Association Certification Commercial and Marketing Director Georgia Phillips"

Growing the UK’s organic market, alongside policy support for organic farmers and capturing younger people as consumers and producers is key to ensuring the UK’s food security and resilience according to experts.

This was the key take away from the 2025 Organic Trade Conference, held annually by Soil Association Certification, the UK’s largest organic certification body. The sold-out 2025 event, held yesterday in The Barbican, brought together key stakeholders from across the sector including farmers, retailers, brands, manufacturers and policy experts to ponder how Organic can “Win Hearts and Minds”.

The UK organic market continues to grow despite food inflation rising. The latest figures show organic growth is ahead of non-organic at almost double in volume terms, at 2.5% vs 0.2% for total food, as well as +8% in value terms compared to +3.5% for total food (1).

However, while consumer demand for organic remains high, the UK’s land that is farmed organically has stagnated at 3%, trailing far behind Europe where the EU average is 10%(2). Unless more is done to increase organic production domestically, consumers will largely rely on imported organic goods- which does not bode well for UK food security, according to Mike Watkins, Head of Retailer and Business Insight at NielsenIQ.

Coupled with this, UK agriculture has an aging workforce. The latest figures from 2024 show over a third of all farm holders in England were aged over 65 with just 5% aged under 35 (3).

The good news is that younger people are primed to take up the baton of British organic food production, as interest in food systems is currently strongest amongst those aged under 34. A recent survey by ADHB shows that 58% of 18-24 year olds and 75% of 25-34 year olds have a strong interest or specialist knowledge in farming and food production, compared with 48% of total consumers (4).

In addition, under 35’s over-index in purchases of organic food and drink, demonstrating this demographic’s greater engagement with sustainable food production. 55% of under 35’s say that buying Organic is important, while the figure is 43% for the total population (5).

Keeping younger people on the side of organic will require organic businesses to get their messaging right, however. On the conference’s overarching theme of “Winning Hearts and Minds”, keynote speaker Solitare Townsend had some choice words, warning organic brands not to be caught up in a “virtue bubble” where they speak only about the good work they do, without any focus on how the product will benefit the consumer.

“Most of the population won’t go for something unless there is a benefit for them- and this is even more pronounced with Generation Z,” said Solitaire. “While Millennials are more receptive to values-led communications, Gen Z simply want better products.

“Highlighting the functional benefits of organic is what is going to drive people to buy more - whether that’s better health, or better value for money to take two examples. Many brands believe “Organic” on its own is the functional benefit- and that’s not the case.”

“Make your customer feel like a hero- don't focus on how your brand, or even brand founder is the hero!”

"Former organic farmer Olivia James with Soil Association Certification's Head of Regulatory Affairs and Trade, Lee Holdstock"

However, major structural barriers are currently preventing more young people from getting involved in organic farming. The panel “Seeding the Future- Inspiring the next Organic generation,” featured Olivia James, a former organic farmer. Olivia ran an organic market garden in Devon with her husband until this year, when they became one of 6000 land-based businesses that had to shut down.

Olivia says the limited financial return on produce made continuing difficult and while she and her husband were farming on land owned by his family, the cost barriers are even more difficult for young people who do not have this land access.

While consumer engagement is important, it can’t solve the issues alone. “We need more policy intervention from government that values and supports organic as well as more market regulation. These need to happen at the same time as growing public awareness and demand.”

The Soil Association and Soil Association Certification are pushing for decisive action by the Westminster government to expand organic production to fulfil the ever-growing demand. The Soil Association Charity, along with other environmental NGOs including RSPB and National Trust have called for an English Organic Action Plan in an open letter, which could have a target of increasing the land farmed organically to 10% by 2030. This would follow precedent already set in Scotland, where the Holyrood Government’s Organic Action Plan has seen the amount of land farmed organically increase by almost 12% in 2024.

The conference also heard how data is becoming crucial to adhere to regulatory frameworks and to tell the story of positive impact. Soil Association Exchange (another business subsidiary of the Soil Association group) has been helping farmers to unlock financial rewards by capturing on-farm data that demonstrates what organic delivers, and this can then be used to help farmers access funding streams.

"Farming needs to be a viable business for the next generation to inherit and grow,” says Michael Hanley, Commercial Director at Soil Association Exchange. “Organic and other nature-friendly farming systems can and should deliver both environmental and economic returns — the sweet spot where practices that regenerate nature also regenerate the bottom line. At Soil Association Exchange, we’re using science and data to help farmers understand which changes strengthen both profitability and resilience, so their farms — and the landscapes they care for — can thrive long into the future."

“This year’s Organic Trade Conference seeks to pitch organic as the solution to addressing Britain’s food and farming security and meeting environmental and nature-based targets. Getting young people invested is the only way organic can be a viable solution for the future,” says Georgia Phillips, Commercial and Marketing Director at Soil Association Certification. “Intergenerational renewal may not be a new concept, but right now the organic movement needs to fast gear up to address the challenges.

“The key ask from Soil Association Certification is that if you represent an organic business, whether as a farmer, brand holder or other, to consider what more you could do to invest in the next generation and with it, a better future for all. Because without young organic farmers, who will grow our organic food 20 years from now? Who will continue to underpin and feed the growing consumer demand for climate, people and wildlife friendly food?”

References

1) NIQ Scantrack Organic v non Organic Food & Drink (excl HPC, Tobacco. General Merchandise)
2) European Environment Agency, 2025
3) Department for Environment, Food and Rural Affairs, Farming Evidence- Key Statistics, updated 23rd October 2025
4) AHDB/Blue Marble Trust Survey 2025
5) NIQ 2025