Organic future: EU-backed campaign takes root in the Philippines

Insider Spotlight 

• Naturland e.V. and the EU launch a 3-year campaign for organic food
• Filipino consumers show strong appetite for healthier choices
• EU organic logo assures transparency, quality, and sustainability
  

Naturland e.V., one of the world’s leading international associations for organic agriculture, is taking the lead in promoting organic food in the Philippines. On EU Organic Day, the group unveiled “European Organic: Nurturing Every Juan,” a three-year awareness drive supported by the European Union to make organic food more accessible to Filipino consumers.

A taste of Europe

The launch treated guests to a curated lunch at Grace Park Dining, part of celebrated chef Margarita Fores’ culinary legacy and a staunch supporter of the organic movement. Each dish featured EU organic products, showcasing the quality and care behind every EU-certified ingredient.

Why it matters

The campaign taps into a growing Filipino appetite for healthier, more sustainable eating. According to PwC’s 2025 "Voice of the Consumer" report, 67 percent of Filipinos consider nutritional value a key factor when buying food. A separate Food Industry Asia study shows 99 percent of consumers want to adopt mindful eating habits—if the industry can make it easier.

The organic promise

“Organic is not just a label—it’s a promise of integrity, transparency, and sustainability that creates value for people, businesses, and the planet. By choosing organic, we are working with nature, not against it,” said Marco Schlüter, Naturland’s Managing Director for Strategy and International Affairs.

Panelist Tom van der Meulen of Control Union Philippines detailed how products earn their EU organic certification, which bans GMOs, limits synthetic fertilizers and pesticides, and requires natural soil management. The EU organic logo signals that a product has passed strict third-party verification.

Beyond the label

Naturland takes it a step further, upholding social standards that protect workers and promote fair employment across farms, producers, and retailers.

What’s next

Over the next three years, the campaign will roll out consumer education programs, partner with trade commissions, and collaborate with industry stakeholders to make organic food part of everyday Filipino life.

“Our mission is to drive the shift to organic forward in the Philippines. As we share further knowledge about organic practices  and engage with more stakeholders in the local food sector, we hope to make organic more accessible to every Juan, aim to empower every Juan to embrace EU organic products with confidence. We invite Filipino consumers and businesses to join us in this movement,” Schlüter further said. —Ed: Ramon C. Nocon