Get ready to Wake Up To Organic
Soil Association Certification is supporting the annual Wake Up To Organic campaign to highlight how easy it is for consumers to enjoy a nutritious organic breakfast by making simple organic swaps.
This year’s event takes place from the 25-30 May and is supported by organic brands and retailers who will be showcasing their tasty organic breakfast offerings.
Wake Up To Organic has been running for over ten years as an initiative initially spearheaded by the Organic Trade Board. Last year, when the event was sponsored by Clearspring, 70 independent stores across the UK joined in the celebration, offering organic giveaways, tastings and events for their customers.
Commenting on the campaign, Robin Walden, owner of The Seasons Wholefoods stores in Lewes and Forest Row (and Wake Up To Organic participant), says: “Organic food shouldn't feel like a specialist choice. We love being part of Wake Up To Organic because it gets new people through the door, lets them taste the difference, and it turns out breakfast treats are a pretty good way to start that conversation!”
Join in the organic celebration
Retailers are being encouraged to get involved in the campaign by hosting in-store breakfast events, sharing recipes on social media and creating ‘Get ready with me’ style videos highlighting organic beauty products.
The Soil Association has created a Wake Up To Organic 2026 Toolkit and assets, including POS packs, so independent retailers can easily take part and promote organic in their community.
By Jane Wolfe, contributor