Organic Processing Vo1.9 #3

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 kimdietz.mail@gmail.com.