Booths partner with organic food brand Biona

We have launched a 12-week trial in two stores with organic food brand Biona, the UK’s first 100% organic company, which began life on a kitchen table in London over 30 years ago.

Biona has an unwavering commitment to organic, ethically and sustainably sourced vegetarian food and operates on the knowledge that the food it produces has a positive impact – on the environment, wildlife and those that eat it.

Responsible business practices are integral to Booths and we’re constantly looking for innovative concepts to help our customers make more informed shopping choices. Working with Biona has allowed us to improve our range with a more extensive offering and has given us the opportunity to introduce more exciting, naturally grown products to our stores. 

Andrew McDermott, Lead Buyer said ‘’The synergy between Booths and Biona made the partnership a natural fit as we wanted to work with a supplier who shares our commitment to ethical sourcing and sustainability.

Over the last 12 months, we’ve gradually extended Biona’s range in core fixtures and have seen a positive reaction from customers. Sales in the range are up +89% versus the same 6-month period last year, making it the logical next step to trial branded bays.

It gives greater choice to customers who already understand the importance of organic food and drink, but also enables us to educate those who aren’t as familiar with the benefits a brand like Biona brings.

We’re hopeful that the new concept will encourage more customers to shop in a way that’s better for them and for the environment and look forward to hopefully rolling out to more stores.’’

Alicia Owen, National Account Manager at Windmill Organics, the parent company for Biona, added: “We are thrilled to be working with Booths on this Biona organic bay initiative to make it more accessible for shoppers to champion and choose organic. The bespoke bays bring the brand to life, communicate the family story of Biona, and shout about the benefits of organic food on our health and the planet.

“Customers can also find a variety of Biona products in the main categories throughout Booth’s stores as we offer organic options for many cupboard essentials – from canned beans to chocolate spreads. Our award-winning range has something to suit all consumer tastes and we look forward to more people discovering the positive impact they can have by choosing to shop organic.”

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