UK shoppers are losing awareness and understanding of organic

· Only 29 per cent of shoppers can relay what organic means to a friend · Soil Association symbol recall continues to soften · Younger people are more likely to search for Red Tractor and Fairtrade-labelled products these daysAs the organic movement seeks to raise awareness of food produced using environmentally and animal friendly farming methods this September (Organic September: www.soilassociation.org/smallchangesbigdifference), a new survey of food symbols and endorsements found on many products in supermarkets and other retailers reveals a less than healthy situation for organic.