"Feel the Calm" is a new campaign that will get more consumers to move their hand on the shelf and choose organic and KRAV-marked. Hundreds of stores across the country will participate in the campaign by highlighting a variety of organic alternatives with a focus on dairy products, fruit and vegetables. 

With project funding from the EU launches Organic Sweden, Ekologiska Lantbrukarna and Föreningen Sörmlandsäpplen campaign Feel the Calm for organic and KRAV-marked food and drink. The campaign is co-financed by Svensk Dagligvaruhandel - ICA, Axfood, Coop, Bergendahls and Lidl - Martin & Servera, Menigo, Arla Foods, Norrmejerier, Falköpings Mejeri, Sju Gårdar, Svenska Odlarlaget and Östra Fornås. 

- Thanks to project funding from the EU and the large support from trade and producers, we can now carry out a historically broad campaign for organic and KRAV-marked. Känn Lugnet will be visible in everything from shops, on billboards and social media to organic farms and food markets around the country, says Charlotte Bladh André, Organic Sweden. 

As of week 36, Känn Lugnet will be available in about 400 stores, on billboards in stores close to stores, in selected magazines and on social media. As part of the campaign, events such as Ekobonde in store in about 80 stores, Taste meetings on about ten organic farms and an Organic apple premiere are also carried out. In addition, an Organic Cheese Map that brings together Sweden's organic dairies will be launched. 

With a playful expression and charming symbols for dairy and fruit and vegetables, Känn Lugnet talks about what the organic choice contributes to.

- When you choose organic and KRAV-marked, you can feel calm because the food was grown without chemical pesticides and climate-damaging fertilizers, and that the animals had it extra good. For example, cows on organic farms get extra time to graze, which creates both diversity and resource-smart production of food, says Sofia Emilsson, Ekologiska Lantbrukarna.

One of the campaign's goals is to draw the attention of shops and retailers to the diversity of organic products produced in our country. In this way, the campaign will support small-scale producers who have lost sales during the pandemic, as their most important sales channels are often restaurants, cafés and hotels.

About the campaign

FEEL THE CALM is a campaign that tells you what you get and contributes to when you choose organic fruits, vegetables and dairy products. Behind the campaign is Organic Sweden and Ekologiska Lantbrukarna in collaboration with Föreningen Sörmlandsäpplen. The campaign is largely funded by the EU. The remaining funding comes from Svensk Dagligvaruhandel - ICA, Coop, Axfood, Bergendahls and Lidl as well as Martin & Servera, Menigo, Arla Foods, Norrmejerier, Falköpings Mejeri, Sju Gårdar, Svenska Odlarlaget and Östra Fornås.