Organic September aims to ‘cut through the crop’

The Soil Association’s Organic September campaign is taking a different tack this year, with a new message designed to make a more direct case for organic.

‘Organic: A shortcut to better’ is the central theme for 2026, with the accompanying line ‘Cut through the crop. Choose organic.’ The campaign positions organic certification as a straightforward way for shoppers to navigate an increasingly crowded market of claims around food, farming and sustainability.

The focus is also on encouraging shoppers to add a little more organic to their weekly shop, rather than making wholesale changes – whether that means trying a new product or making an organic swap.

For retailers, the campaign provides a fresh angle on the annual September push, moving the conversation beyond individual benefits and towards the reassurance of the organic label itself.

The new creative is now available for brands and retailers to use throughout September, with Soil Association describing it as a bold, contemporary way to communicate the benefits of organic.

Retailer toolkit

The Soil Association’s Organic September toolkit provides retailers with ready-to-use materials to help promote organic in store and across their own channels. The resources include A3 posters, postcards and staff pick cards, helping retailers give organic greater visibility at the point of purchase.

The toolkit also includes social media assets in a range of formats, along with co-brandable templates that retailers can personalise for their own channels while retaining the Organic September campaign identity.

The campaign creative uses simple, attention-grabbing messages and is designed to work across food, drink, beauty, textiles and retail, giving retailers an easy way to support the wider campaign and put organic in front of shoppers throughout September.

By Jane Wolfe, contributor