Organic farming innovation cannot succeed through innovation alone. It also needs the confidence of the people who choose, buy and consume organic products.
Led by Cittadinanzattiva–Active Citizenship Network, the communication campaign “From Organic Innovation to Consumer Trust: the OH-FINE Journey”, developed as part of the EU-funded OH-FINE project, brings together 14 consumer associations from 11 European countries. Together, they call for better information, greater transparency and sustainability, and a stronger dialogue between consumers, farmers and institutions.
A shared message from Europe’s consumers
“Across Europe, as consumer associations, we support organic farming when it is reliable, when it is understandable, when it is accessible, when it responds to consumer needs. We call for better information, greater transparency and sustainability, and a productive dialogue between consumers, farmers and institutions.”
This shared statement is at the heart of the campaign. It recognises that citizens and consumers support the transition to organic farming — but trust cannot be taken for granted.
People need clear and reliable information to understand how organic products are produced, what makes them different and how organic farming contributes to more sustainable and healthy food systems. Organic products must also be accessible, and innovation must take account of consumers’ real needs and expectations.
Better communication is therefore more than a promotional exercise. It connects innovation on farms with informed choices in the marketplace. It also helps farmers understand changing consumer expectations, while giving consumer organisations a meaningful role in the transition.
The campaign brings together representatives of:
- Asociación de Consumidores y Usuarios en Red (CONSUMUR) — Spain
- Associação de Consumidores de Portugal (ACOP) — Portugal
- Talented Borders — Latvia
- Union of Working Consumers of Greece (EEKE) — Greece
- National Consumer Confederation (NCC) — Lithuania
- Buy Responsibly Foundation — Poland
- European Consumers Union (ECU) — Belgium
- Federconsumatori Milano — Italy
- Lithuanian National Consumer Federation (LNCF) — Lithuania
- Association for Legal Aid to Consumers (ALAC) — Bulgaria
- Cittadinanzattiva–Active Citizenship Network (ACN) — Italy
- InfoCons Association — Romania
- Slovenian Food Bank (SIBAHE) — Slovenia
- Impact2040 — Latvia
Their participation reflects the diversity of consumer perspectives across Europe — and a shared conviction: the transition to organic farming will be stronger if consumers and their representatives are involved from the outset.
Launched in September 2026, the campaign features a collective video and 15 postcards in English and ten national languages. Consumer representatives from across Europe lend their voices to a common conversation about trust, transparency, accessibility and sustainability in organic farming.
Explore the campaign materials below and help broaden the conversation:
Share the video and postcards through your social media channels using the hashtags #OHFINE and #OHFINEjourney
How the journey started
The campaign was co-created in the framework of the EU-funded Organic Farming Innovations Network Europe (OH-FINE) project, in which Cittadinanzattiva–ACN is a partner.
Its development began with the EU workshop “Responding to consumers’ needs: a qualitative assessment. The Organic Farming Innovations Network Europe (OH-FINE) project”, organised by ACN in Rome on 29 and 30 April 2026.
The workshop created a space for consumer organisations to discuss how innovation in organic farming can respond more effectively to citizens’ and consumers’ needs. Participants explored the role of information, transparency, accessibility and sustainability, then worked together to develop the messages and visual materials that became this campaign.
Read more about the OH-FINE workshop in Rome
About OH-FINE
The Organic Farming Innovations Network Europe (OH-FINE) connects farmers, researchers and other actors across Europe to strengthen the exchange and uptake of practical innovations in organic farming. By bringing consumer perspectives into this learning community, the project can help ensure that innovation responds not only to production challenges, but also to market developments and public expectations.
