Recover the soul to recover the market

According to French philosopher Robert Redeker, deprived of the soul, modern man has become a conformist rather than an ordinary man. And conformism is the major risk in our society, with the continuous trivialisation of the act of consumption and before that of production. With standardisation, things and acts lose their soul. More or less this is what has happened to the organic sector. It was a sector with a soul, one that was constantly searching for sense: a sense that may have been lost as a result of homologation to the market, of conforming to the demands of marketing and distributors. The situation has become paradoxical.

Organic is losing relevance and awareness just when everyone is talking about environmental sustainability, when the fears and awareness that drove the organic movement 30 or 40 years ago are dramatically becoming reality.
Even if we could easily speak to the large public about environmental regeneration and circular economy, and about a new diet which respects the lands and the environment, we stopped doing it. Starting from the associations of the industry which can only count on their own efforts and do not have enough visibility to send a strong message nowadays, and this is the mirror of the difficulties faced by the biological sector.

For some time now, communication on organic production has assumed the conformism of those who are supine to the market. There are instead major trends emerging in many fields of sustainability, trends that must be embraced, spread, communicated. It is time to recover the past and look to the future, by contesting and then innovating. It is time to recover a soul.

This eventually goes hand in hand with a recovery of consumption, a recovery of a market. Both call for a more powerful organic, an organic with soul.

Duccio Caccioni