what organics means. It is important to keep it real and not
stoop to any scare tactics.
OP: What are some keys to success
for this program?
Emmer-Aanes: I think this program would really help create
one clear, consistent message
about what it means to be organic. Right now, we’re all saying different things and it’s
really confusing to consumers—
especially when you have natural companies out there staking
claim to the same kinds of
things. This confusion is working to the advantage of companies that are making natural
products, while small organic
companies are paying the price.
When a company is consistent in messaging, it builds
trust. The same goes for the organic industry. If we could
get on the same page with branding, we would be able to
build momentum. Most organic companies are small, but
when we combine our resources under a cause, then we
can send out compelling and fun messages to consumers
that make it smart and hip to eat organic.
We also know that organic tastes better; we know it for a
fact. We’ve got research that says people believe that organic tastes better. Taste is king no matter what you do. And
taste is so positive. It is key to get the positive message out
there…to be focused positively on the benefits, on the
green jobs that it creates, on the soil health, on the biodi-versity, on all those kinds of things.
Overall, we need to be more absolute and confident in
the organic message. There are clear differences to organic
and we need to be able to say these things in a way they are
heard by consumers. Getting everyone behind this program, to fund it, to be proud of it, to agree on it, is going to
be tricky. I don’t think it’s impossible though. We did it
ADD YOUR VOICE
The Organic Trade Association (OTA) is holding town-hall-style forums across the country to evaluate this opportunity and
facilitate an industrywide decision. Input from the entire organic
community is needed. All organic industry members are encouraged to participate in the town hall meetings, and there is no
charge to attend. Visit the OTA website: ota.com/ORPP.html, to
learn more about the initiative and see if there’s a town hall
meeting coming to a city near you. You can also contact Kim
Dietz, chair of the Organic Research and Promotion Program
Steering Committee, at email@example.com.
Steering Committee Member:
director of marketing and
Nature’s Path Foods