Superdry’s Julian Dunkerton wins Organic Ambassador award


Superdry’s Julian Dunkerton wins Organic Ambassador award

Superdry Co-Founder & CEO Julian Dunkerton has won the Organic Ambassador award at the BOOM (Best of the Organic Market) Awards 2021 – the UK’s only organic awards, which was held in London on 8th July 2021.  

The awards, run by leading organic certifier Soil Association Certification in partnership with online retailer, Ocado, celebrated those who are working hard to produce certified organic food & drink – as well as recognising businesses and brands innovating and delivering excellence in the organic sector more broadly.

As co-founder of Superdry, Dunkerton’s passion for organic plays a major role in his vision for the company’s future. Superdry is currently supporting over 1,800 farmers to transition to organic farming methods, cultivating land across India. Superdry says it aims to convert 100 per cent Pure Cotton garments to organic or organic in transition by 2025, and aims to convert 20,000 farmers to sustainable organic farming practices over the next 4 years.

The triumph of Dunkerton comes at a time when the organic market is booming, with figures suggesting the organic market is now worth £2.79bn. Additionally, in 2020 the organic food market grew by 12.5 per cent – significantly higher than non-organic at 8.9 per cent and has only dropped back to 9.4 per cent in the latest figures from NielsenIQ Scantrack as things have returned to some degree of normality. Non-organic sales have dropped back by a greater percentage (5.6 per cent growth). This is a strong indication that shoppers are sticking to their lockdown organic choices and that the message on organic and sustainability is hitting home.

Soil Association Certification Business Development Manager, Clare McDermott says: “The return of the BOOM awards in 2021 has landed at a time when the organic market is thriving. It’s clear that habits made in last year’s first lockdown – for example the demand in organic veg and fruit box schemes soaring, people increasingly choosing to shop in their local independent retailers or buying direct online for choice – have stuck. The public are continuing to seek assurances around their buying decisions, and we know organic provides that in the form of transparency, integrity and quality. The message that organic works with nature and not against it is also cutting through, with consumers wanting to make decisions which are good for nature and the planet.

“Despite all that good news the past year has been uncertain for organic food & drink producers, given the complexities of Brexit and levels of uncertainty it has caused to some, so celebrating this year’s winners – and all the wonderful finalists – feels even more special.

The celebration of organic is set to continue in September as the annual month long ‘Organic September’ campaign will run, with retailers, producers and brands uniting behind the message that ‘nature has the answer, and the answer is organic’. In particular, Organic September Saturday, which is landing on the 4th September, will see exciting promotions, giveaways and activities in many independent retailers.

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