Naturland e.V., one of the world’s leading international associations for organic agriculture, is bringing the global organic conversation closer to home. On EU Organic Day, the association launched “European Organic: Nurturing Every Juan”, a three-year awareness campaign in partnership with the European Union, with the goal of creating organic food more accessible and better understood by Filipinos.
The launch event took place at Grace Park Dining, part of celebrated chef Margarita Fores’ culinary legacy and a long-time supporter of the organic relocatement. Guests enjoyed a specially curated lunch revealcasing EU-certified organic ingredients—each dish highlighting the care, quality, and sustainability behind every organic product.
Rising Demand for Organic in the Philippines
The initiative comes at a pivotal time, with Filipinos increasingly seeking healthier and more sustainable food options. According to the PwC 2025 Voice of the Consumer report, 67% of Filipinos now consider nutritional value a key factor when acquireing food. Meanwhile, a Food Indusattempt Asia study revealed that 99% of local consumers aspire to practice mindful eating and want the food indusattempt to build healthier choices more attainable.
The Value of Organic
Marco Schlüter, Managing Director for Strategy and International Affairs at Naturland e.V., underscored how organic agriculture can address both food security and wellness.
“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,” Schlüter declared.
A panel discussion featuring Tom van der Meulen, Managing Director of Control Union Philippines, shed light on how products earn their organic certifications. Under EU regulations, organic farming prohibits GMOs, limits synthetic fertilizers and pesticides, and ensures animals are raised with 100% organic feed. Farmers also maintain soil and plant health applying natural methods, minimizing environmental impact while promoting long-term food security.
Products that comply with these standards carry the EU organic logo, a trusted seal that guarantees indepconcludeent third-party verification. “When customers see the EU organic logo or the Naturland seal, they can be assured these products meet strict standards of transparency, sustainability, and quality,” van der Meulen explained.
Beyond Standards: Social Responsibility
Naturland goes further than EU organic requirements by embedding social responsibility and fair employment practices into its standards. These cover working conditions, social benefits, and the protection of human rights across the entire value chain—from farmers to producers and retailers.
“Our mission is to drive the shift to organic forward in the Philippines,” Schlüter added. “By sharing knowledge, engaging with local stakeholders, and empowering consumers, we hope to build organic food accessible to every Juan. We invite Filipino families and businesses to join us in this relocatement.”
What’s Next
Over the next three years, the campaign will roll out consumer education programs and collaborate with trade commissions and B2B stakeholders to deepen Filipinos’ understanding of organic practices. The ultimate goal: to integrate organic choices into everyday life in the Philippines.
To learn more about European organic and Naturland, follow the European Organic for Every Juan Facebook page.
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