European Organic Movement Gathers Momentum in the Philippines Through Naturland’s New Campaign

Organic food may soon become a staple in more Filipino homes, thanks to a major push from Naturland e.V., one of the world’s leading associations for organic agriculture.

Launched on EU Organic Day, the new campaign titled "European Organic: Nurturing Every Juan" aims to raise awareness about the value of certified organic products and make them more accessible to Filipino consumers. This three-year initiative is being carried out in partnership with the European Union and hopes to spark a larger movement around healthy, sustainable eating in the country.

A Taste of Organic Excellence

To kick off the campaign, Naturland invited guests to a thoughtfully prepared lunch at Grace Park Dining, a restaurant known for championing farm-to-table practices. Curated by the iconic Chef Margarita Forés, each dish served featured high-quality EU-certified organic ingredients, giving guests a literal taste of what it means to eat better and more consciously.

As demand for healthier and more sustainable food grows in the Philippines, many consumers are now actively seeking better options. In fact, a 2025 PwC report found that 67% of Filipinos prioritize nutritional value when making food choices. Meanwhile, a study by Food Industry Asia revealed that 99% of Filipino consumers want to embrace mindful eating habits, but still feel that healthier options are not easy to access.

Why Organic Matters

Speaking at the event, Marco Schlüter, Managing Director for Strategy and International Affairs at Naturland, explained the deeper purpose behind organic practices:

“Organic is not just a label, it’s a commitment to sustainability, transparency, and integrity. It’s about working with nature to benefit people, businesses, and the planet,” he said.

Panelist Tom van der Meulen, Managing Director of Control Union Philippines, also walked attendees through the certification process that ensures products meet EU organic standards. These strict regulations ban the use of GMOs, minimize synthetic inputs, and require farmers to use natural methods that support long-term soil and environmental health.

Organic livestock, for instance, must be raised on 100% organic feed and cared for without the use of synthetic hormones or antibiotics. When these rigorous standards are met, products earn the EU organic logo, a certification that assures consumers of a product’s origin, quality, and production methods.

Beyond Standards: Building a More Responsible Food System

What sets Naturland apart is its commitment to going beyond EU organic requirements. In addition to environmental sustainability, the organization enforces strict social responsibility standards, including fair labor practices, safe working conditions, and the protection of human rights, ensuring that ethical principles are applied throughout the entire supply chain, from farm to fork.

“Our mission is to build a more organic future for the Philippines. We want to empower every Juan to choose food that’s better for health, better for farmers, and better for the environment,” Schlüter added.

What's Next for Organic in the Philippines

Over the next three years, Naturland’s campaign will roll out a range of educational programs aimed at helping Filipinos understand the value of going organic. This includes partnerships with food retailers, trade groups, and local producers to increase availability and awareness of EU-certified products.

By working closely with both consumers and the food industry, the campaign hopes to turn EU organic products from a niche choice into an everyday option for Filipino households.

To stay updated on the campaign and learn more about EU organic products, follow the European Organic for Every Juan Facebook page.

Disclaimer: This campaign is funded by the European Union. The views expressed are solely those of the author(s) and do not necessarily represent those of the EU or the European Research Executive Agency (REA).