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ORGANIC LOVING EARTH THE ORGANIC WAY Loving Earth is an ethically driven, plant- based food company that believes food is sacred. The company’s Creative Director, Martha Butler, tells Retail World the brand creates healthy, organic indulgence in a way that’s good for the planet. The Loving Earth range of plant-based chocolates and pantry products can be found at Woolworths, Coles Local and specialty supermarkets such as Leo’s, Ritchies, and Go Vita. Woolworths’ premium stores stock the brand’s Salted Caramel Chocolate 80g, Hazelnut Chocolate 80g, and Dark 72% Chocolate 80g. Other Woolworths stores have the Buckinis cereal range, 400g Paleo Mixes (Berry Choc and Protein Power), and 80g, 45g and 30g chocolate bars. Coles Local has on offer the 80g and 45g chocolate bar ranges. Ms Butler says a trend in the leading supermarkets is for an organic option to be offered in every category, including Woolworths’ Homebrand range, as organics becomes a staple in certain households. Loving Earth, she says, attracted an initial spike in sales in the health and organics category due to panic buying during the early days of the COVID-19 pandemic in Australia and a focus on personal health, which has now stabilised, with customers moving online. “It’s anyone’s guess as to how it will pan out, but we’re tracking well so far,” she said. “It’s possible that imports may be interrupted, so there may be an opportunity for local businesses to gain that space in the market. But for now, we’re protecting our facility to ensure our products and staff are safe. “The crisis is showing us how quickly we can adapt and find innovative ways of working remotely.” One such way is making use of the company’s social media following and focusing on relevant and engaging content for social and electronic direct marketing. As to trends in the category, Ms Butler cites significant interest in plant-based and organic food from new customers and those generally making it clear they want fewer, and more recognisable, ingredients in the products they consume. “One disturbing paradox we see at present is organic fruit and vegetables wrapped in layers of disposable plastic,” she said. “This seems short-sighted, as organic and plastic don’t go hand in hand.” For its part, Loving Earth is working towards eliminating all plastics from its range and introducing organic vegan chocolate to a mainstream audience. “Demand for Loving Earth products is growing as a result of an engaged and loyal following, and we’re seeing increased appetite for the innovation that’s entering our product range,” Ms Butler said. “From this platform we’re encouraging more people to make beneficial changes.” As to the future, Loving Earth anticipates increased transparency in information provided on packs, which will enable consumers to engage with the origin of their food and its impact on the environment in their quest to make conscious choices. “We want more people to experience how delicious plant-based clean eating can be ... like with our new white chocolate, a plant-based, cane-sugar- free version of a classic,” Ms Butler said. “We also have some exciting new lines coming in for a merry vegan Christmas 2020 and Easter 2021.” 34 RETAIL WORLD JUN, 2020