each farmer pictured in ads 1 million free tea bag samples across the nation.
or packaging was looking Whether it’s looking into the farmers’ eyes, or
the consumer in the eye. We hearing their personal stories that makes the con-wanted to make these peo- sumer stop and think, the key not only to Organic
ple as real as possible.” India’s marketing but to what it represents as a
Organic India now fea- brand, can be said in three words: “We Are One.”
tures a different farmer or “We want to make sure our products not only con-member of the community tribute to the wellness and health of the consumer
on each box of tea. Taking The research farm in Lucknow serves as a but also touch the heart and serve as a vehicle for
this connection to a deeper testing ground for over 300 different plants. consciousness. We want the consumer to realize that
level, the “Every Tea Has a Story” we are all connected,” Mitra said. “We know that message must be getting through
campaign was launched, which in- because we get hundreds of emails with consumers telling us about how deeply at-cludes full-page ads that tell how the tached they are to our mission and vision. That is very encouraging, it gives us the
featured person’s life was changed by strength to carry on.”
Organic India. “Organic India, the farmers, the consumers, even you (he directs the conversa-
To reach a like-minded audience, tion toward the author of this article)—we are all partners in this vision. There are
Organic India has worked with publi- some journalists with integrity that choose to write about things that can create an
cations such as Yoga Journal and Vegetar- awareness to change the planet and show a different perspective to people. The
ian Times. The company is a platinum vision is bigger than all of us together—we need to realize we are all connected.”
sponsor for the Yoga Journal Confer- Now, I’ve done my part and I pass it on to my readers to share in the vision.
ence, and has also demoed products at
over 2,500 retail stores and consumer
events this year alone, distributing over
Kat Schuett is the editorial director for Organic Processing Magazine. You can reach her at
kat@organicprocessing.com
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