Organic September’s gut message
This year’s theme is ‘Grow Your Gut Garden with Organic’
Dominic Robinson, CEO of Soil Association Certification: “How food is produced affects its quality”
Organic September 2025 arrives at a buoyant time for the organic movement – 13 consecutive years of growth with sales reaching £3.7bn in 2024, double what they were just 10 years ago.
Organic September is a campaign Soil Association Certification has been running for over 20 years. Initially called ‘Organic Harvest Week’, the now month-long campaign has inspired the organic federations in Sweden and Australia to run their own Organic September campaigns.
Now is the time for the sector to reiterate the evidenced benefits organic brings for people and nature, and the solutions it provides for contemporary concerns.
Organic has seen continual growth because it answers consumer demand for health and sustainability, particularly among younger Gen Z consumers. Seven out of 10 shoppers now say that they intentionally buy organic food and drink (Organic Research Centre, 2024).
Engagement in the 2024 Organic September campaign drove consumers to organic stockists. Nearly 200 million readers were reached through national and regional media coverage and over 11,000 people engaged on social media. This year, Soil Association Certification is encouraging brands, retailers and individuals to post their own content on what they love about organic.
The theme for this year’s campaign is ‘Grow your Gut Garden with Organic’, drawing on scientific evidence that organic food and drink support a healthier gut microbiome.
Dominic Robinson, CEO of Soil Association Certification, says: “Soil Association Certification is putting gut health at the heart of this year’s Organic September messaging.
“While it may seem gut health is a contemporary trend, I cannot help but notice how relevant the words of Soil Association founder, Albert Howard, are to this year’s campaign. In the 1940s, he stated that “the health of soil, plants, animals and (hu)man is one and indivisible”, pinpointing the essential connection between what we eat and the ground beneath our feet.
“While the proliferation of industrial agriculture means society forgot this connection in the years since, today we are rediscovering just how important the way we grow and farm our food, and the health of the soil, is to its nutritional value.
“By exploring the link between soil health and gut health, we will help people understand that how food is produced affects its quality – and that it all comes back to the soil.”
How to get involved
• Soil Association Certification is offering independent retailers a free point-of-sale toolkit featuring colourful posters, postcards, ‘staff pick’ cards and more. The deadline for guaranteed delivery ahead of Organic September is imminent, so head over to the link below without delay.
• Indies can also opt for their shop to be added to a Google Map of independent retailers which will be widely promoted during the month.
• A comprehensive digital toolkit is available for brands to support their Organic September celebrations. The toolkit will feature key messages, organic impact stats, graphics, social media assets, video content, press support guides and more.
• The Soil Association charity has also created a resource, the Organic Living Guide,’ featuring inspiration, helpful tips, stories and information – ideal for sharing via email with your audiences during Organic September.
• These materials are ideal for popping into delivery boxes, displaying in-store or using across your social media platforms. They are also a great source of information when onboarding new staff members to teach them about organic.
• Follow the links at soilassociation.org/certification/marketing-organic/organic-september.
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