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PHOTO: LEANDRO CHAVIRA
Back a few years ago, in between journalism jobs, I worked for one of the largest advertising agencies in the world, developing “brand identities”
for major corporations with millions to spend. It was a job that many would
kill for, but at one point I had to quit. There was something missing in con-
ventional advertising—a soul. While I could make a company sound and look
good, I wanted to work for companies that are good and do good.
Working in the organic industry, I have found hun-
dreds of amazing companies with authentic stories. How-
ever, one thing that has always bothered me is the fact
that most good companies are missing out on so many
opportunities to connect with consumers. I’ve seen how
big companies use branding to get millions of people to
identify with their inflated “image,” yet organic compa-
nies, which have a true save-the-world brand identity that
people are longing to be a part of today, are humbly sit-
ting by waiting for word of mouth to get them noticed.
It’s time to use branding for good. In our cover story, Kevin Williams
and Dan Mishkind from Pure Branding show you how to do this through
“conscious branding.” One of the points made is that consumers are looking to connect with the companies that are doing good—so share your
brand story and let your consumers be an active participant in the good
you are doing!
Our second lead story also has a lot to do with image, specifically, clarifying what the rules for “organic” personal care products should look like. Of
course, the organic personal care industry is not just about looking good;
it’s about making products that are in line with the organic principle. But
where is that line? Several of the most passionate voices on the issue offer
their solutions in our special feature, “Cleaning Up Organic Personal
Care.” Although opinions differ, most would agree that some immediate action must be taken to at least rein in “organic” claims that are not backed
by any third party at all. No matter what, during this debate the industry
must be willing to respectfully hear each other out and avoid slugging it out
in the media. Ultimately, bad press calls into question the credibility of the
word “organic” and hurts every organic brand.
We have several other exciting articles in this issue as well, from guidelines on how to scale up products successfully and “new” ancient grain options, to a summary of OTA’s recent study on organic consumers. All
together, we at OP hope not only to provide the latest technical details your
company needs to make better products, but also to offer insight to help
you connect with consumers in ever more engaging and empowering ways.
The age of the conscious consumer is here. It’s time to invite them to help
make a difference in the world.
Chief Executive Officer Don Meeker
Publisher Stacy Atchison
Advertising Manager Bobby Meeker
Editorial Director Kathryn Schuett
Art Director Craig Van Wechel
Circulation Manager Andrea Karges
Sales Assistant Allison Demmert
Office Manager Vicki Martin
Publishing Office 1945 W. Mountain St.
Glendale, CA 91201
Phone 310.745.0941
Fax 310.745.0997
info@organicprocessing.com
Editorial Office 1221 E. Laguna Drive
Tempe, AZ 85282
Phone 480.240.0932
kat@organicprocessing.com
Production Office 1113 Ellis Street
Fort Collins, CO 80524
Phone 970.484.4488
craig@organicprocessing.com
Advertising Sales
Stacy Atchison 310.745.0941
stacy@organicprocessing.com
Bobby Meeker 818.842.2829
bobby@organicprocessing.com
Adam Haas 561.347.8445
adam@organicprocessing.com
Printed on recycled paper.
Organically Yours,
Kat Schuett
Editorial Director
Organic Processing (USPS 024-104) is published
bimonthly by The Target Group Inc.,
1945 W. Mountain St., Glendale, CA 91201;
Phone 310.745.0941; Fax 310.745.0997; E-mail
info@organicprocessing.com. Periodicals postage
paid at Glendale, CA and at additional mailing
offices. Subscriptions: Free to qualified readers as
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Change of Address: Notices should be sent
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POSTMASTER: Send address changes to Organic
Processing, 1945 W. Mountain St., Glendale, CA
91201. © 2009 by The Target Group Inc. All rights
reserved. Reproduction in whole or part without
written permission is strictly prohibited. The publishers do not warrant, either expressly or by implication, the factual accuracy of the articles or
descriptions herein, nor do they so warrant any
views or opinions offered by the authors of said
articles and descriptions.
MISSION STATEMENT:
Organic Processing
provides an independent forum for
the exchange of practical and
relevant information, ideas and ex-
perience that will promote and sus-
tain the growth of organic
processing from seed to shelf.
