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d WE n A AR O E - WHAT WE D
Non-profit organisation We are a non-profit organisation for organic farmers, food companies and consumers in Denmark. We connect and represent all parts of the Danish organic food sector â€“ from farmers to consumers, and from researchers to companies and supermarkets. Among our members are over 120 food companies, 800 organic farmers, 2,700 private members and over 10,000 newslet-
ter subscribers. In fact, our food producing members represent 90 % of all Danish organic food production. In this way, we are a major force in the domestic market as well as in national and international politics. Our organisation, in Denmark known as Ă˜kologisk Landsforening, was founded in 2002 when 8 Danish organic organisations merged into one.
Located in Aarhus, Denmark, our 50 employees are leading and coordinating joint marketing of organic food in Denmark. This includes the marketing of the Danish governmentâ€™s organic label, export promotion, PR, political work, and specialist teams working with advisory services on organic farms, in the catering industry and in export promotion.
Organics â€“ a natural part of Danesâ€™ life One of the unique aspects of organic food in Denmark is that organics are for everyone. In fact, over 95% of all Danes buy organic food each year, and more than half of Danes buy organic food every week. This did not happen by accident.
making organics available in supermarkets. Because we believe that organic food is the best choice â€“ as they are a guaranty for innovative products, animal welfare, protection of the environment, and strict national inspection.
We have worked to make organics an easy choice for Danish consumers - by promoting the national Danish organic label and
In this way, organics have become the choice of modern consumers who want the best for their family and the planet.
About Organic Denmark
Advisory boards â€“ a forum for organic producers Organic farmers and producers are the life blood of our organisation, as their knowledge and experiences are crucial for the further development of Danish organic food production. In 8 specialised boards, covering all kinds of organic production, we ensure that the voice of the organic sector in Denmark is heard. These boards are common plat-
forms for organic producers and other professionals within the organic sector for finding new innovative solutions, developing better products, debating ethical issues and finding new markets. Our boards are also internationally active and stay up to date in organic practices; we share experiences with partners, organise study trips and participate in international pro-
jects for e.g. using biomass to recover energy and nutrients. Our advisory boards are well-respected partners for authorities, organisations, scientists, farm advisors, the media as well as organisations working for the environment, animal welfare and climate.
Farm Development In addition to spreading new knowledge, we develop and advise on practical organic farming methods in collaboration with farmers, research institutes and businesses. At Organic Denmark, we have a long tradition for advising and leading projects within organic food production and for improving organic farming in regards to animal welfare, resource management and optimising production. One of our specialities is our â€œorganic conversion checksâ€?, where we help conven-
tional farmers analyse and evaluate their personal potential for organic farming. In addition, we offer counselling for farmers of cattle production, including dairy and meat, sheep and goats, roughage and cash crop. And we advise on nature preservation, strategic farm development, cooperation between farms and local food sales. To combat climate change, we advise farmers on building biogas plants and on lowering their emission of greenhouse gasses.
Farm development & Advisory boards
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We work for strengthening the position of Danish organics Our marketing department works to strengthen the visibility, accessibility and diversity of Danish organics. We are working from the farm to the dinner table — helping farmers and companies to develop new products, creating campaigns in supermarkets and bringing consumers out to events on organic farms. One of the unique characteristics of the
development of organic sales in Denmark is the very close collaboration between Organic Denmark and Danish supermarket chains. We advise individual supermarket chains on creating tailored strategies for organic product assortments, sales and marketing. In this way, we motivate supermarket chains to be more active in the organic market. Together, we have doubled
the sales of organics within the last 5 years. At the same time, we advise farmers and food companies on food trends to keep them sharp and innovative. In this way, our product development team inspires producers to create new products — in fact, more than 170 new organic products were created and launched during the past 3 years.
Denmark Denmark Austria Austria Switzerland Switzerland Sweden Sweden USAUSA Germany Germany Luxembourg Luxembourg (2006) (2006) Netherlands Netherlands Canada Canada France France 0 0
Organic market share in Denmark in per cent:
7,2 7,2 6,06,0 5,7 5,7 4,1 4,1 4,04,0 3,5 3,5 3,3 3,3 2,7 2,7 2,5 2,5 2,02,0 2 2
3,5 3,5 4,1 4,1
7,2 7,27,6 7,68,08,0 6,56,57,07,0 5,3 5,3 (estimated) (estimated)
Organic share of total market 2010:
2005 2005 2006 2006 2007 2007 2008 2008 2009 2009201020102011201120122012
Sorce: FiBL-AMI Survey 2012, based on data from governments, the private sector and market research companies.
Our Foodservice team advises conventional wholesale firms, catering companies and restaurants on how to go organic. This has tripled organic sales in the food service industry, and brought organic food into lunchrooms, hotels, schools and restaurants around Denmark. Besides promoting the national Danish organic Ă˜-label which marks Danish pro-
duced organic food, we have worked for the implementation of official organic labels which are awarded to canteens and restaurants that use organics.
Bronze, silver and golden labels are awarded, depending on the percentage of organic food used.
Communicating the advantages of Danish organics At Organic Denmark, we aim to communicate the value of organic farming and food for consumers, the environment, animal welfare, climate and the farmers themselves. Our media & members department communicates Danish organics across the nation – in traditional and new media channels. We have both a Danish and international website. Our Danish website okologi.dk is the place to visit for everyone in Denmark who wants to know more about organics.
Our international website organicdenmark.dk (available in English and German), is our informational platform for international visitors. Our business and private members receive regular updates about organics. Business members receive a weekly newsletter and the biweekly Økologi & Erhverv (“Organics & Business”) magazine. Besides various monthly newsletters, private members receive our quarterly member magazine Økologisk (“Organics”), which focuses on contemporary issues of Danish organics
and presents the newest organic products and trends. Of course, we are also available on Facebook.
We arrange various events where organics can be experienced with all senses. A major event is the annual Økodag (the “Organic Day”); on a chosen day in the spring organic cows across Denmark are set free to the fields after staying in cowsheds during the winter period. The event is especially popular amongst families with young children, and attracted over 100,000 people across Denmark to visit local organic farms on this day in 2012.
As an organisation for organic producers and consumers in Denmark, we work as lobbyist for the organic sector. We have played a central role in all major Danish action plans and laws affecting the organic sector, and have helped create the world’s broadest organic policies for organic research, market development, inspection, advisory services and innovation. We are proud to have leaded the effort resulting in the Danish government’s goal of 60 per cent organic food in all public schools, hospitals and canteens.
We represent Danish organics As in Denmark, we also work internationally for promoting the advantages of Danish organics, and we assist Danish organic companies to get in contact with export markets. For bringing together international supermarket chains and producers of Danish organics, we regularly arrange exclusive business-to-business events abroad. When an international supermarket chain is interested in trading Danish organic products, we assist them by creating tailored products and marketing strategies for successfully integrating Danish organic products into their product range.
Besides arranging exclusive events, we are also present at various international events and trade fairs which focus organic food, such as the annual BioFach in Nuremberg, Germany – the world’s largest organic food fair. Here, we organise and arrange the joint Danish stand for Danish organic companies for presenting the international public the newest trends in Danish organics. In fact, Denmark was named “Country of the year” at the BioFach trade fair in 2009. Ever since, organic food from Denmark has increasingly gained international attention.
The high international visibility of Danish organics strengthens the overall export of Danish organics. Especially organic dairy and meat products from Denmark are popular abroad. The main export markets for Danish organics are European nearby countries such as Germany, Sweden, France and the Netherlands. As a representative for organics in Denmark, we are a member of IFOAM, the international umbrella organisation of organic agriculture movement worldwide, which has over 750 members in 108 countries.
We support the organic movement Our Global Organic Committee actively supports the development of organic farming and production in developing countries for improving conditions of life and the environment in the Global South. Organic farming has the potential to contribute to solve the global food crisis as well as climate and environmental problems.
run capacity building projects such as Farmer Family Learning Groups (FFLG). In the FFLG approach a group of farmers, supported by a facilitator, use organic farming methods to improve their yields and their soil, as well as their incomes, health and security from hunger and effects of climate change.
We support both farmers and businesses to turn to sustainable and organic production.
We also support and advice organic processors and wholesalers in developing countries to do business with Danish organic companies. A pioneer example of business partnership is that between Solhjulet and African Organic in Uganda. The partnership was through import of tropical fruits instrumental in developing the exclusive organic Ugandan yoghurts from the dairy Thise Mejeri in Denmarkâ€“ a huge success.
At the moment, we are especially focusing on our organic partner organisations in East Africa. Here, we partner with the National Organic Movement in Uganda (NOGAMU), and the Tanzanian Organic Agriculture Movement (TOAM) and Kenya Agriculture Network (KOAN). Together, we
Did you know that…?
• Denmark is one of the world’s leading countries within the field of organic agricultural research
• The Danish state control label for organics, the ø-label, is known by 96% and trusted by 90 % of all Danes
• The organic share of the total market in Denmark is 8% – the highest in the world (2010)
• Organic sales are continuously growing – despite the financial crisis • Danes spent on average EUR 168 on organic food in 2011 – the highest in the EU, and second only to Switzerland • Denmark was the first country to intro- duce a state-rules and inspection for organic producers already in 1987
The Danish government has an ambitious goal for organic food in public kitchens (60% organic by 2020). And a goal of doubling the organically farmed area in Denmark to 15% in 2020
• 49 % of all Danish organic export are dairy products and eggs (2011) • Top export-countries for Danish organics are Germany, Sweden, the Netherlands and France
Organic Denmark, Silkeborgvej 260, 8230 Åbyhøj, Denmark, www.organicdenmark.dk
Introduction to the organisation Organic Denmark. Published february 2013.