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“Vision without action is a dream. Action without vision is simply
passing the time. Action with vision is making a positive difference.”
—Joel A. Barker
PHOTO: LEANDRO CHAVIRA
The organic industry is the direct result of putting a shared vision into action. It was built on the vision
of healing the planet and changing the world—and
the pioneers of this industry, as well as today’s leaders,
have taken that vision and dedicated their lives to putting it into action. This issue is about that vision—
celebrating it, protecting it and continuing to bring it
to life in new ways.
In Dialogue, we celebrate the 25th anniversary of
the Organic Trade Association (OTA) and all the
work OTA has done to help push the organic industry
forward—from drafting the first American Organic Standard to helping
rally the organic community over and over again to protect and promote
the meaning of organic. In this article, we brought together leaders of the
OTA, past and present, to talk about the victories of the organic industry
and OTA, as well as offer their insight on future opportunities and
challenges.
Bringing a vision to life will almost always have some challenges—but
it’s during those times when your vision is questioned that you must be
even stronger in your resolve. In Enterprise, the founders of Mary’s Gone
Crackers opened up to share personal and professional insights learned
on the journey to turn their vision into a successful organic company. The
obstacles they faced are the same that many entrepreneurs in the organic
industry will come up against and their insights are invaluable.
The challenge all organic companies face is make sure that every step
you take to grow your business is vision-driven. In this issue’s cover story,
“Growing Your Brand—Organically,” author Mark Crowell discusses how
important vision is to new product development. Without vision, a product
is just another SKU. With your vision behind it though, a product becomes
an important part of fulfilling a greater mission.
Whether it’s through sharing inspiring “lessons learned” or helping you
discover new healthy ingredients or eco-packaging solutions—our mission
here at Organic Processing Magazine is to help you make your organic vision
a reality. In helping grow the organic industry, we are all making a difference. As we go forward into a new decade, we wish you all a happy new
year full of vision-driven growth and world-changing successes.
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
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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 407.601.5440
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
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POSTMASTER: Send address changes to Organic
Processing, 1945 W. Mountain St., Glendale, CA
91201. © 2010 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.
