3 questions for… Anne Baumann

Organic food production and planetary health: what can the two concepts learn from one another, and how can they provide mutual support?

Organic food has always been about planetary health. As organic advocates, we invented this trend; we just didn’t call it that. Sometimes it is important to give “old” things a new name. Which is why we dare to say that, as a sector, we and our products are in the service of planetary health. And we can say this a high degree of self-confidence, without coming over as self-righteous.

The issue of storytelling was part of the congress focus at BIOFACH 2025. What stories can get people excited about organic food? How can we raise its profile?

I don’t believe that it’s just about the stories, but rather the way we tell them. We reach people by using slick, innovative marketing and by strengthening brands. You need to get people on board wherever you find them, whether that’s at festivals with food trucks, in football stadiums, or on social media. The stories then tell themselves, as every company and every brand has thousands of stories to tell. The only question is how.

You were part of the BIOFACH Trend Jury in 2025 – which BIOFACH trend impressed you personally the most this year?

The BIOFACH trend “We, Myself and I” is one such example. We are currently experiencing an incredible number of political developments in society. On the one hand, people are taking to the streets and getting involved, whether in Germany, other European countries, or the USA. On the other hand, people are also yearning to take care of themselves and their individual needs again. In this context, political issues tend to take a back seat. In the organic segment, there are products that meet this trend effectively because they are geared towards people’s needs. And even better if the products are sustainable as well. However, that’s not the primary component – at least not when it comes to marketing.

Editor’s note:
BIOFACH trend “We, Myself and I”: The conflict between idealism and hedonism is defining current patterns of consumption. Whereas sustainability has become less important as a purchasing criterion, indulgence and product variety are clear priorities for many consumers. At the same time, price sensitivity has increased due to inflation. Nevertheless, the need for transparency and a genuine commitment to the environment by manufacturers continues unabated. Organic brands need to navigate this balancing act.