Whole Grain Strikes Back?! Where Are the Greatest Growth Potentials in Times of Crisis?

In its second year, the new BIOFACH format “SustainableFutureLab” once again focused on bold statemets about the future of the organic sector in three events co-hosted with the GOOD FOOD COLLECTIVE. Among other topics, discussions centered on the relevance of sustainability today and how changing conditions are impacting organic marketing.

Written by BioHandel

A group of people is seated in a circle in a room with plants and ambient lighting, while one person speaks and the others listen. — © blood actvertising GmbH / Sofie Ott

For many consumers, sustainability is no longer top of mind when shopping. Hedonistic criteria like price take center stage. And first and foremost, a product must taste good. A certain fatigue regarding sustainability among consumers was noted repeatedly at BIOFACH 2025. The GOOD FOOD COLLECTIVE took this issue to the extreme in the SustainableFutureLab session “Whole Grain Strikes Back?! Growth Potential Between Lifestyle and Planetary Health” by proposing the provocative thesis “Sustainability is dead.” The audience could vote live on the theses via QR code – and most agreed.

No Political Relevance for Sustainability

Journalist Louisa Schneider argued that although there is broad societal support for climate protection, politicians fail to create the necessary framework. Thus, she claimed, sustainability is politically dead. She also criticized that the term “sustainability” is now used so excessively in marketing that it has become meaningless – or even associated with greenwashing. Communication around sustainability, she suggested, needs to change: away from dystopian narratives and moralizing tones, and toward positive visions of the future that convey hope. While facts still need to be communicated, a product must above all project confidence.

Three people are seated in a room, two of them holding microphones, with additional people and plants visible in the background. — © blood actvertising GmbH / Sofie Ott

Voelkel and Wholey Rely on Entertainment Over Morality

Jannis Meseke, Head of Marketing at organic pioneer Voelkel, agreed that sustainability is no longer sufficient as a primary selling point. While Voelkel continues to systematically expand its sustainability efforts, the hierarchy of messaging has clearly shifted. Sustainability remains at the core of Voelkel’s business activities, but communication is now tailored to the changed expectations of consumers. Clear messages, entertainment, and fun are front and center. A recent example is Voelkel’s campaign featuring organic tomato juice served on Deutsche Bahn trains.

Philipp Stahr, founder and CEO of Wholey – a brand offering organic vegan breakfast products with a health focus – supported Voelkel’s strategy of downplaying constant sustainability messaging. Wholey aims to connect with consumers through lifestyle, taste, and humor. The brand simplifies complexity for its customers. The key message: customers can enjoy their food worry-free, while the brand takes care of the planet.

Planetary Health Diet – Irrelevant in Marketing

The concept of planetary health and the Planetary Health Diet are relatively new and scientifically well developed. But what role do they play in society and the organic sector? The thesis “The organic sector doesn’t know what to do with the Planetary Health Diet” received broad support from participants. Among the speakers, there was consensus that while the principle of planetary health is suitable for guiding internal sustainability activities, it is not effective for marketing. Aside from the general lack of public awareness, the term itself is off-putting and doesn’t align with the tone of contemporary corporate communication.

Estella Schweizer – a consultant and coach for climate-friendly nutrition and a specialist in planetary health – instead proposed the term “The Green Plate Movement.” This combines the principles of the Planetary Health Diet, which emphasizes plant-based, minimally processed foods that are good for both people and the environment, with a zero-waste approach and conscious resource use.

Organic in the Context of Increasing Price Sensitivity

Another key discussion in the SustainableFutureLab was whether organic needs to become cheaper in order to achieve significant market growth. Audience voting delivered a clear “no.” Panelists also agreed that organic prices are appropriate, as they more accurately reflect the true costs of food. Jan Niessen, professor of strategic marketing in the organic sector at the Nuremberg Institute of Technology, pointed out that organic businesses have less margin to work with than the conventional market.

Three people are seated with their backs to the camera, one wearing a white T-shirt with text and a cartoon character on the back. — © blood actvertising GmbH / Sofie Ott

People are seated in a room with blue and yellow lighting, with two individuals in the foreground wearing a white and a blue shirt. — © blood actvertising GmbH / Sofie Ott

For Voelkel’s Jannis Meseke, the value chain is a critical factor – price reductions are not easily feasible or advisable. Still, entry-level priced products are essential to make organic more accessible. Private labels and the availability of organic products in discount retailers contribute significantly to this goal. Voelkel, he added, does not suffer from this trend. Organic brands must develop a strong, values-based identity that convinces and retains consumers long-term. Price is important, but “brand beats price,” Meseke concluded.

The growing price sensitivity in society was a recurring theme across several events at BIOFACH – including a third SustainableFutureLab session co-hosted by BIOFACH and the GOOD FOOD COLLECTIVE titled “Retail as a Force for Transformation – Unlimited Growth for Organic?” where top retail executives discussed the future development of the organic trade.

This article was first published in German, in its original version on biohandel.de.

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BioHandel

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