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Australian Organic is thrilled to announce popular media identities Luke Hines and Elle Halliwell as their ambassadors for 2019.

Returning ambassador Luke, and new ambassador Elle, will work with Australian Organic inspiring people to try organic products and produce, as well as highlighting the importance of seeking out products bearing the Australian Organic Bud Logo.

Both will be educating consumers about the benefits of choosing organic by engaging in media events, product reviews, articles and other communications in an ongoing year-long campaign. Luke and Elle will also be instrumental in Australian Organic Awareness Month, Australia’s largest campaign celebrating certified organic products, which takes place in September. Additionally, as keen cooks, they will also be contributing recipes to the biannual Australian Organic cookbook, with the next edition out in April.

Australian Organic General Manager Niki Ford said Australian Organic is looking forward to an exciting year ahead working with the popular pair. “We’re really happy to be supported by and working with learned health expert Luke once again following a tremendously successful collaboration for last year’s Australian Organic Awareness Month [AOAM] and our cookbooks,” she said. “We’re also very pleased to welcome Elle to the team given her commitment to living a chemical-free, healthy lifestyle.”

Australian demand for organic products is growing year on year. The Australian Organic Market Report 2018 reveals that the Australian industry is now estimated to be worth $2.4 billion, having grown by almost 88% since 2012. This remarkable growth has been driven by consumer appetite for natural, unprocessed healthy food and a growing awareness of environmentally sustainable practices. Well-being is a major driver of organic consumption with two-thirds of Australian shoppers also saying they started buying organics for personal health reasons.

Functional nutritionist, author and personal trainer Luke first came to popular attention as a fan favourite on My Kitchen Rules, garnering rave reviews for his unique style of clean, natural food. Since then, he’s gone from strength to strength releasing nine best-selling cookbooks, establishing his own online health and nutrition program Luke Hines 10, and becoming one of the new co-hosts of lifestyle show The House of Wellness.

“I’m so passionate about organic produce because I believe the benefits to your health, environmental sustainability and the planet are so immense,” Luke said. “I used to be bullied for being an overweight teen, so I know how transformative it is to turn your life around by embracing clean eating, staying active and having a positive mindset. Australian Organic are all about supporting our organic producers and everything that they stand for, which is something I wholeheartedly believe in.”

Well-known speaker, MC, health coach and author of A Mother’s Choice, Elle Halliwell is one of the country’s favourite showbiz and fashion commentators. She’s passionate about health, well-being and organic products having been diagnosed with a rare blood cancer (chronic myeloid leukaemia) days before discovering she was pregnant with son Tor. Determined to beat the disease, Elle went to great lengths to detox her life, diet and house ridding it of chemical products.

“I’m really excited to be working with a trusted organisation such as Australian Organic,” Elle said. “Given my health issues I embraced an organic lifestyle which I feel has benefited my family’s well-being. I feel it makes better health sense to consume foods that are free from chemicals, pesticides, preservatives and artificial additives. In particular, I believe it’s important to give kids a healthy start in life by introducing them to organic products. I’m now in remission and will continue on my organic journey. I hope to inspire others to welcome organic products into their lives.”

For media enquiries please contact:

Fleur Michell Carlotta Vittori
Account Manager – Connect PR Account Manager – Connect PR
P: 0407 077 493 P: 0449 207 228
E: fleur@connect-pr.com.au E: carlotta@connect-pr.com.au

About Australian Organic:
Australian Organic is the leading industry body responsible for ensuring organic standards in Australia remain in the hands of the industry. Australian Organic established an organic certification scheme to independently verify that farmers and processors were producing in accord with those standards and introduced the leading organic certification ‘Bud’ logo. This symbol ensures the integrity of organic products in the marketplace for consumers.