12 May 2015 Sweden’s Coop retailer tests “The Organic Effect” in hard-hitting ad

The Swedish grocery chain, Coop, asked a family to eat only organic for two weeks to see the difference in pesticide levels in their bodies.

While many might question the methods, and actual effects of the pesticides, as a piece of marketing, it makes a simple and dramatic point about the difference between organic and non-organic.

The study was conducted by the Swedish Environmental Research Institute IVL, and the full report is available here: https://www.coop.se/organiceffect