3 questions for… Philipp Stahr

Storytelling was a hot topic at BIOFACH 2025. How should the organic sector tell its stories to reach and inspire as many people as possible?

I am convinced that we have the right stories. However, we need to spread the messages uniformly – and make them brief and to the point. In the organic sector, we have a lot to say because there is so much that we do better. However, in times of information overload, the message has to be short and sweet. We need to reduce the messages to those that genuinely resonate and trigger emotions in people.

Wholey’s communication is brightly coloured, and you use high-calibre testimonials. Do organic brands need this kind of marketing to stand out and be visible?

My answer is a definite yes. We can be a lot bolder. In the organic sector, we are often too modest. I believe we do many things better, especially when compared to conventional brands. That must be communicated loudly, and a bit more provocatively than we do now. The organic sector can definitely handle that.

Organic food production and planetary health: what can the two concepts learn from one another?

I believe that the organic system is often seen as overly complex and complicated. Many people don’t even realise what makes organic food better for themselves and for the planet. There needs to be more consistent messaging from the entire sector again to be able to communicate and position the organic system as a positive lifestyle. Consumers will then be more willing to pay the prices again, and demand for organic food will grow.