Organic September: Q&A with Mr. Organic

For over a decade, Mr Organic has been at the forefront of promoting plant-based and organic products, making quality and sustainability accessible to all. In a world increasingly conscious of sustainability and mindful consumption, the term "organic" has become a beacon for those seeking healthier, more environmentally friendly choices. To shed light on the essence of organic living and its broader implications, we talked to Megan, Head of Brand at Mr Organic.

Join us as we explore their vision of organic living, their commitment to Organic September, and their journey to become a B Corp certified company.

Tell us a little bit about Mr Organic and the products you sell?

Mr Organic is a Plant Based and Organic brand that was formed 14 years ago to make quality, accessible, Organic food that benefits the people and the planet. We started our journey by selling Organic tomato-based products from our very own tomato farm in Pontinia, Italy. Mr Organic became such a key player in the Organic market that we were able to expand our product offering. Our portfolio currently consists of over 120 products, including our ranges of Tinned Beans, Tinned Tomatoes, Ketchups, Pasta Sauces, Passatas, Pesto’s, Pasta, Biscuits, Breadsticks & Flatbreads, Tinned Soups, Antipasti Dips, Oils, Vinegars, and more. Over the years we have been able to use our values to develop the brand by becoming B Corp certified and launching The Organic Family Foundation back in June. These achievements all contribute to our wider goal of showing consumers the benefits of consuming organic and for future generations to come.

What does being Organic mean to you and the team?

Personally, I have always believed that Organic is how things should be. However, from a consumer’s perspective, this can often appear idealistic. The Mr Organic team sees Organic as something that goes beyond the food we eat; we believe in a more conscious and Organic way of living that leaves the planet in a better way than we found it, for generations to come. It means protecting our soils, the homes of wildlife, and providing healthier, tastier food that is made with no nasties.

Are retailers supporting Organic September this year?

Retailers continue to support Organic throughout September. This year, the month has taken less of a focus on Organic due to current pressures of the cost-of-living crisis; September is a key trading period within the calendar, with holidays ending and back to school habits. We have seen online retailers like Ocado doing a good job of highlighting Organic September, creating a consumer-friendly area to purchase only Organic. Amazon Fresh has also increased awareness about Organic September by promoting it through various pieces of consumer journey media to support Organic brands.

Upon a recent store visit to Planet Organic, we saw the wonderful way they were celebrating Organic September by using branded POS and Gondola Ends to shine a light on Organic brands. Whilst retailers continue to focus on Organic September, brands have been pushing strong promotions to get shoppers into the spirit of this special month.

Any brands doing it well that you admire?

For many years, the Soil Association has hosted education days where brands will spend the day at an Organic, on-farm setting. This event immerses brands with Organic experts who build the team’s knowledge about Organic principles, commercials, and consumers. The on-farm setting allows attendees to get close to nature and bring those Organic principles to life. This year, the Soil Association put on their very first plant-based farm visit for Mr Organic and like-minded brand, Clearspring. Our team visited Tolhurst Organic Farm, a 19-acre stock-free Organic vegetable farm, and we were honoured to be able to experience the exceptional Organic practices performed there. This farm visit was a great refresher for the team, and we left with increased appreciation for the measures that go into Organic farming.

What attracted you to B Corp?

As a brand that is completely Plant Based and Organic, we have always monitored our environmental impact to keep it as low as possible. We have also done our best to ensure that our employees enjoy where they work by implementing a wellness policy. When we first heard of B Corp, we knew that it was something that suited our brand. B Corp is a great reflection of Mr Organic’s values, striving towards creating positive change for the people, planet, and all living beings.

What were the biggest challenges?

As a company, Mr Organic was already doing all the right things, but it was a challenge to obtain all the documentation required for the application. We needed to find ways to quantify everything that we did, along with reevaluating our suppliers to ensure that we all had the same goal of providing sustainable, ethical, Organic food.

How has becoming a B Corp impacted your team and how you do business?

To be B Corp certified, companies need to receive a minimum B Impact Score of 80 points and Mr Organic achieved a high score of 106.6. To maintain their B Corp certification, all companies need to prove that that they are making impactful changes by increasing their score which gets reviewed every three years. Mr Organic is constantly looking for ways to improve, and B Corp gives us more of an incentive to work harder to maintain our certification.

What advice would you give to other companies considering B Corp?

Applying for B Corp certification is a lengthy process, and it is important to make sure that companies allocate the time and resources required to complete it. Before applying, companies should have a strong understanding about why they want to be B Corp certified and how it aligns with the values of their brand.