The group maintain that the study was selective in focusing solely on the nutritional content of foodstuffs, failing to recognise the wider issues that motivate consumers to buy organic food.
The use of artificial chemicals, herbicides and pesticides and the environmental impact of conventional farming are also key influences on the choices consumers make and the FSA themselves recognise this in stating on their website that ‘eating organic food is one way to reduce consumption of pesticide residues and additives.’
OMSCo marketing director, Richard Hampton said: “We were surprised that the FSA was so keen to dismiss the possible benefits of organic dairy having stated elsewhere that the ‘nutrient profile of organic milk appears to be different from non-organic milk.’ For them to now say there are no important nutritional differences is just bizarre.”
Organic milk sales have grown rapidly in recent years and accounts for around 8% of supermarket milk sales. It is one of the most successful organic categories in terms of market share, and has one of the lowest price premiums in the sector, with an organic pint costing only around 15% more than conventional milk.
Hampton added: “It means the average family can enjoy organic milk all day everyday for less than £1 per week more. Combine this with the other reasons consumers are buying organic, and it is easy to understand why sales are still growing, even in these uncertain times.
“Our own research shows that consumers are motivated to choose organic milk for a several different reasons; some for the health benefits, some for environmental reasons, some due to concerns about animal welfare. Sales of organic milk are continuing to grow on the back of this broad appeal, and it’s disappointing that the FSA has failed to acknowledge the wider benefits of organic food and farming; far from helping consumers make an informed choice, the report will simply confuse them.”
Source: OMSCo
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