The Discourse of Organic Food Promotion: language, intention, and effects

The UK Organic food market is now the third largest in the world, with a value of two billion dollars and an annual growth rate of approximately 10% (Sahota 2007). Its importance is not however only economic. Organic purchasing reflects growing public concern about food production and consumption, and its personal, social and environmental impact. In addition, the lively debate about food in contemporary British society foregrounds issues relating to the role of persuasive communication in both public and private decision making. Against this background, our project examined the language and social construction of organic food promotion (OFP), the communicative strategies employed by writers of promotional materials, and public reactions to them.