Commissioner stresses importance of single logo for EU organic sector

INSTANT brand recognition is crucial in a world where consumers are making up their minds in split seconds, according to European agriculture and rural development commissioner Marian Fischer Boel.

She was writing in her internet blog about the European Commission’s decision to seek one logo for organic products.

Ms Fischer Boel said some people only look at the price tag, but more and more consumers look for organic produce and other kinds of quality food.

“Unfortunately this quest is sometimes made harder by the jungle of private, regional, national and European labels that are used to give our food identity and history,” she said.

Ms Fischer Boel said she had always been in favour of empowering consumers to make informed choices rather than trying to politically steer demand from the top downwards. Creating a strong European organic logo, which sends a clear message about the benefits of organic production, is all about guiding consumers through the label jungle.

The organic logo will be mandatory for all pre-packaged organic products from the EU.

“We need one logo and one identity in order to create one real and well-functioning European market for organic products.

“This way it is easier for an organic farmer from Sicily to sell his tomatoes to a supermarket in Stockholm and organic farmers throughout Europe will be able to benefit from a home market of almost half a billion people,” she said.

Ms Fischer Boel said in order to get the best possible logo she had decided to give Europe’s up-and-coming design talents the chance to create our logo. “I can’t imagine a better way to kick off a design career than to be able to take credit for a logo that would be printed on millions of product packages.”

The commission has just launched a competition for all EU students of art or design. The best logos will be submitted to online voting and the winner will be awarded a cash prize of €6,000.

Food Minister Trevor Sargent said the move is a significant step towards the introduction of a unique organic logo, which will create a distinguishing feature on every EU organic product.

He urged Irish art and design students to enter this competition as “it provides an invaluable opportunity for Irish art and design students to showcase their ability and talent”.