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The Mechanics of Organix

Behind-the-scenes at Junior's winning food brand

Posted: 1 June 2011
by Kelly Beswick

Winner: Organix

Stephanie Hildon, Marketing Director 

The Organix brand will be celebrating its 20th birthday next year. What do you consider to be the secret of its enduring success?

Our ambition is a world where healthy, nutritious food is a real choice for everyone.  To achieve that goal we have to do more than just make great food. We have to make sure the system only allows for the availability of good food, that people know what good food is and how important it is to the health of our children. Over the years we have been founding partners of many campaigns to make change, such as Action on Additives, Food for Life, The Real Meal Deal; and in EU law, government policy and in raising the quality of food provision. And we created the Organix Foundation, where a team of well-respected, passionate trustees fund research to continue to create change.
If you had to sum up the Organix philosophy in one sentence, what would it be?
Healthy and organic, it’s the real taste that differentiates Organix.

Why do you think parents trust your brand?
Organix fulfills a mother’s desire for real food.  It’s what mothers tell us they want – food close to home made, that looks delicious and appealing, that is nutritionally better and that fits in with family routine. Organix is food as it should be – our foods taste great, so babies and toddlers love them, and parents love that they’re healthy too.  And our No Junk Promise is the added stamp of reassurance on all our foods that everything is safe, pure and nutritious.

How has the company changed and evolved over the years?
Organix was founded to create a world where healthy, nutritious food is a real choice for everyone. This is such a huge ambition but reflects everything we have done and still do every day. It’s not just about the real food we make, but about how we create that food, how we tell parents about it, how we campaign for change in things that just aren’t right.
What do you consider to be your flagship product?
Gingerbread Men, Raisins and Carrot Stix
Do you have any advice for parents of fussy eaters?
Try to remember you are not alone – it’s a stage that every child goes through, and given time and support, most children will grow out of it. It might help if you eat with your child, perhaps sharing food from the same plate. Remember to keep the menu varied, but respect your child’s preferences. If you know he hates gravy, then serve it on the side.
Do you have children yourself?
I have two little boys – Charlie, who’s nearly three, and George, who’s one.
How did you find weaning your children?
It was lots of effort and a source of some worry with Charlie. It’s such a lot of hard work if you want to be really fussy about what they eat – I’ve been through three hand blenders in two years! But it’s been much easier and I’m a lot more relaxed with George – I know a lot more about nutrition since joining Organix, and it’s helped me figure out what not to worry about, I let him lead the way and I trust his instincts more than I ever did with Charlie.
What is your children’s favourite food?
Charlie could live on tomatoes and grapes and George loves peas and blueberries (not together) which makes for lovely nappies! They also love pasta. Their favourite Organix foods are cheese and herb puffs and raisins, which they always get very excited about.  And I’ve always got a stack of our Goodies Organic Apple and Orange Soft Oaty Bars in my handbag for emergency situations.

What was your favourite food as a child?
Do you opt for organic whenever possible?
Yes, I always have chosen organic foods for my children even before I worked for Organix.  For me it’s a reassuring mark of quality and safety when it comes to baby food.  Now I’ve been working in this industry for a while, I understand more about recipes and ingredients and what else makes a difference over and above organic ingredients - and I really believe no one makes better baby food than Organix. I also buy organic milk and fruit for the family.

What next for Organix? 
We’ve just launched our delicious Goodies Fruit & Water Drinks; and our new Mighty Meals launch this summer, five wholesome big chunky organic ready meals for growing toddlers.  It’s real food with loads of texture that tastes and looks as it should - and of course is nutritious too.
And as a company we’ll continue to be part of a movement to create a better food future.

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