Maximising awareness of a ground-breaking new study finding clear nutritional differences between organic and non-organic milk and meat
When a ground breaking new study, revealing clear nutritional differences between organic and non-organic milk and meat, was published in the British Journal of Nutrition, the Soil Association and Richard Smith, senior farms manager from organic meat producers Daylesford Organic, enlisted our support to ensure the news received the exposure and discussion it deserved.
By packaging key findings from the report – such as that both organic milk (dairy) and meat contain around 50% more beneficial omega-3 fatty acids than conventionally produced products and organic milk and dairy contains slightly higher concentrations of iron, Vitamin E and some carotenoids – and using a pool of relevant spokespeople, we made sure the story appeared nationally, regionally and locally.
The day started with the story fed to the entire commercial radio network, with audio recorded the day before with Sky News Radio, then proceeded with the BBC's flagship farming show, Farming Today, on Radio 4. Regional BBC and commercial stations then followed, along with a comprehensive feature on Channel 5 News that afternoon.