Massive campaign to expand organic consumer base

The Organic Trade Association (OTA) has announced the launch of what it believes to be an extraordinary consumer marketing and public relations campaign to reach more than 25 mln consumers in 2009.

“This unparalleled effort to educate consumers about the benefits of organic comes at an historic point of change for America,” explained Christine Bushway, Executive Director, OTA. “Never has there been as much evidence backing the benefits of organic to public and environmental health, as many organic farmers on the land, and as many educational programmes preparing a new generation of organic farmers. But never in recent years has there been as high a level of consumer spending confusion and concern. The role of this campaign is to set the record straight and help consumers make the educated choice.”

Bushway outlined a full range of strategic marketing and public relations initiatives that are being implemented under the direction of organic marketing veteran Laura Batcha, Marketing Director, OTA which include:

* Generate trial and purchase of organic products through the award-winning “Go Organic for Earth Day™” retailers programme, a new Go Organic™ for Back to School sales promotion, and the successful bi-annual Taste for Life special magazine issues.

* Build organic’s cachet among consumers and get them active in the organic community by rolling out a fully integrated advertising campaign for organic, re-launching the OTA’s consumer website and e-newsletter The O’Mama Report for greater mainstream appeal, and sponsoring consumer events ranging from intimate in-home consumer parties to large-scale demonstration events.

* Spearhead major on-line presence of organic through proactive use of web 2.0 tools to correct inaccuracies and proactively communicate about organic. Tools include: “Organic on the Green: A Blog to feed the organic revolution in campus dining”; a bi-monthly Blogwatch tracking organic coverage; OTA Blog, to provide an organic perspective; and upgraded Member Forum technology.

* Deliver powerful information tools to OTA members and increase their use, especially the highly regarded Manufacturers Market Survey, and launch the first-ever Organic Input Almanac to quantify and communicate environmental benefits of organic.

“OTA’s massive new marketing campaign will heighten awareness, enthusiasm and active support for organic products, and will help ensure that organic sales continue to grow,” said Laura Batcha, who noted that work on these fronts is already well underway. “The organic industry is destined to reach a whole new level in the year ahead. More consumers than ever will be using organic products in their daily lives.”

Related link:

Organic Trade Association

Natalie Berkhout

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