I spent some time over the weekend at the Natural & Organic Trade show at Olympia.

Now I’m assuming businesses attend this annual show for a number of reasons: to demonstrate their position within the sector; to announce new products; to seek distribution; to network; to listen to seminars from organic industry and retail experts.

Most of these reasons point to an understandable underlying ambition to sell more – but it seemed to me that a large number of exhibitors are unlikely to meet their growth ambitions – let me explain.

The organic sector is under pressure and the meteoric sales increases experienced throughout the early part of the 21^st century have stalled.  

In part, this is a result of organic products often costing more, coupled with a lack of understanding of the benefits of buying organic products; together these undermine acceptance that organic is worth a slight price premium – & this in turn has led to a degree of sales vulnerability in a recession. (The organic sector has started to address this through a 3 year campaign designed to increase awareness of the benefits of organic which is encouraging, but the campaign is still in its early days.)

Despite this market pressure, the trade show was packed; lots of businesses selling their products – all kinds of food and drink, cosmetics, vitamins, dietary supplements, even bags and rucksacks.

It is evident that despite the pressures in the market, there is fantastic choice available.

The problem is that where consumer demand is tight, distributors and retailers get picky, committing only to those brands which they believe will increase category sales and profitability.

To get a fair share of the market, brands have to be noticed. At a basic level this means not just meeting consumer needs but developing a distinctive brand essence and expressing it through everything associated with that brand – name, identity, packaging, product literature, merchandising units, even exhibition stands.

What struck me, however, was the limited number of well thought-through brands being showcased – not necessarily famous brands today, and there were some of these, – but companies promoting brands which have some substance for future growth.

Many exhibitors had generic, conventional offerings at best masquerading as brands – with little memorable qualities or character; some companies had embraced an engaging idea only to spoil it by overcomplicating it.

A scan of the impressive ‘new product showcase’ revealed perhaps 10 brands and many more also-rans.

It made me feel quite sad that companies which should be applauded for their strong ethical beliefs are more than likely to miss the boat, because they haven’t thought through how they will be noticed and remembered.

There were, of course, some exceptions – so on a high note, here’s my personal view on the good and great – a combination of well thought-through brands executed brilliantly:

Food and Drink:

• Baby Zilli; Cawston Press; CLIF Bar & Company; Doves Farm Foods; Equal Exchange; Green & Black’s Organic; Judges Bakery; Lizi’s; Mune; Nairn’s Oatcakes; Nakd from Natural Balance Foods; Organic Fruit Juices; Perry Court Farm; Rochester from the Original Drinks Company; Stoats Porridge Bars; Styles Farmhouse Ice Cream;  Tideford Organic Foods.

Cosmetics and skin care

• B.E.E. – Beautifully Engineered for Ever; Bloom Cosmetics; Bulldog Natural Skincare; Canah Green Living; Organic Monkey; Naturya; Sukin.