Cittadinanzattiva–Active Citizenship Network, a partner in the OH-FINE consortium, has launched the campaign. It brings together 14 consumer associations from 11 European countries who share the conviction that innovation in organic farming must be reliable, understandable, accessible and responsive to consumers' needs.
Consumer trust cannot be taken for granted. Clear information and greater transparency are essential to help people understand how organic products are produced, recognise their contribution to more sustainable and healthy food systems, and make informed choices.
The campaign was developed as a follow-up to the EU workshop, 'Responding to Consumers' Needs: A Qualitative Assessment', organised by Cittadinanzattiva–Active Citizenship Network in Rome on 29 and 30 April 2026, as part of OH-FINE's Work Package 10.
During the workshop, consumer organisations discussed how organic farming innovation could better respond to citizens' expectations, and collaborated on the campaign's messages and communication materials.
The result is a collective video and 15 postcards produced in English and ten national languages. Together, these materials give consumer representatives across Europe a shared voice and encourage productive dialogue with farmers and institutions
Further information
Explore the campaign, watch the collective video, and discover all the multilingual materials on the Active Citizenship Network website.
Read more about the OH-FINE workshop in Rome.
Contact
For more information, please contact Bianca Ferraiolo
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