Organic Processing Vol.6 #3

The Online Connection. While video games and commercials get consumers’ attention, the internet serves as a key tool for those who want to learn more, get involved and share their feelings with the world. This is especially true for the younger generations who have grown up with the internet.

To reach out to these cyberspace children, Barbara’s Bakery created a multifaceted, highly engaging web presence and social media network. Kids can learn more about puffins through the website, www.puffinscereal.com, which

“Mainstream stores are exicte to take on this line because the ^d

functional category is selling so much

better than the traditional categori features a “Puffin Love” blog, games, downloadable puffin”^es.” colori ng pages—and even a kids’ podcast, where letters from kids are chosen to be read in an online video (and those chosen also get a free Puffins lunchbox).

Consumers can also shop for puffin PJs and puffin toys in the online store, or find out more about the Audubon Society’s “Project Puffin,” which Barbara’s Bakery actively supports. Most recently, in February of 2009, the company even launched a fan site for Puffins and Wild Puffs on Facebook.com.

“It’s important to be aware of the way consumers communicate today and to be a part of that digital conversation,” Spalding said. “These technologies are how we are now communicating our values as a brand, and the values of the organic and natural industry, for that matter.”

Empowering Action. Compared to kids from prior generations, Gen Z has increased awareness of the environmental and social issues we face and they want a way to take action. The “Adopt-A-Puffin” program is one way Barbara’s helps kids get involved. For every 250 box tops that a classroom or club collects, Barbara’s will adopt one puffin for a year. So far, the company has adopted 8 puffins. Through the company’s website, kids can read about the puffins that have been adopted (which are named and have complete online bios) and even follow a link to view the Puffin Web Cam, which Barbara’s sponsors.

In addition, Barbara’s Bakery is co-sponsoring “The Dr. Kress How I Saved The World Award,” named after the founder of Project Puffin. Kids submit a 50-word essay on something positive they have done to help their communities or the environment and “celebrity” judges, including Dr. Kress and the director of the National Wildlife Refuge Association (NWRA), will review entries and award five $1000 grants. The contest runs May through August, 2009.

Lastly, Barbara’s Bakery also created a 10-year, $50,000 grant to fund organic school gardens in Petaluma School District schools, home of the Barbara’s Bakery Corporate Headquarters. The first grant went to Valley Vista School, a K- 6 elementary school. With the Barbara’s $5,000 grant as the cornerstone, the school was able to turn a dying patch of grass into a vibrant, child-centered garden. The garden now serves as a model organic teaching garden for schools nationwide. So far, Barbara’s grants have funded organic teaching gardens and curriculum at 11 of the 17 Petaluma School District schools.

Marketing to Grown-Ups

In addition to kids, Barbara’s Bakery is using innovative product development and social marketing to reach out to the adult population. The main difference is that rather than how many Puffin Points they can win, these customers are more interested in racking up as many antioxidants as possible. These days, consumers are more focused than ever on the health benefits o f food and because of this the growth o f functional foods, or foods with a dded nutrients, is skyrocketing.

To respond to this demand, Barbara’s developed its Organic Ultima l ine, which features an omega-3-rich cereal, a high-fiber cereal and two antioxidant cereals, including Blueberries and Blue Corn, the latest new product release hitting stores in June.

Spalding said that these cereals have been a great way to reach out to the mainstream because functional foods in general are so popular right now. “Mainstream stores are excited to take on this line because the functional category is selling so much better than the traditional categories,” he noted.

To spread the word, Barbara’s Bakery did some traditional print advertising, but then once again went out into cyberspace—offering samples and writing articles for RealSavvyMoms.com and LivingNaturally.com.

In addition, the company is also hosting yet another non-product specific contest in conjunction with the NWRA, where consumers are asked to take a video or write a 50-word essay on their favorite experience in a national wildlife preserve. The winner will be awarded a trip to Alaska for four. This relationship with the NWRA also gives Barbara’s exposure to over a million members of the organization.