The Alnatura Organic Farmers’ Initiative supports farmers throughout Germany in converting to organic farming. We developed the motto “Making up ground together”. From conception to realization, we accompanied the process and designed a concise presentation of the initiative on selected products – embedded in an appearance that integrates into the Alnatura brand world.
And this is how the campaign works: some Alnatura products bear the aubergine-colored “Gemeinsam Boden gut machen” (“Making good ground together”) label, such as the wholemeal rye flour. When such an ABBI product is sold, 1 cent goes into an ABBI fund. This fund is managed by an independent expert committee of ecologists and farmers, which decides which farms receive support. In this way, ABBI is brought to the attention of retail customers – as well as farmers who want to convert their farms to organic farming.
An all-round successful campaign: to date, 70 farms have already been converted to organic farming thanks to the funding of 1.5 million. That is an additional 13,600 hectares – more than 19,000 soccer pitches – of organically farmed land.
This was followed by an advertising campaign with themed highlights such as water, bees/species diversity and climate for various print magazines as well as brochures and banners that continue the organic farmer initiative.