Largest-ever educational campaign to promote organic products, raised rate of growth for platinum sponsors by 33% in participating conventional retailers in 2006
MINNEAPOLIS (July 21, 2006) — Go Organic! for Earth Day plans are underway for the 2007 campaign. Campaign coordinators are currently securing organic manufacturer sponsors and natural and conventional retailers for the program and expect to exceed 2006 campaign accomplishments. 2007 will mark the third year of the campaign.
According to SPINS, a leading provider of information for the natural and organic product industry, sponsors who participated in the 2006 Go Organic! campaign experienced a 33% higher rate of growth at participating retailers than at non-participating retailers during the promotional period of April. In addition Natural Marketing Institute (NMI) reports that the 2006 Go Organic! for Earth Day campaign raised consumer awareness of organics by 3 percent across the country. Further, NMI reports that 65 percent of consumers learn about organic products from grocery story promotions and displays – making the Go Organic! campaign an essential tool for building awareness for organics.
In 2006, more than 3,300 grocery retailers and 60 organic product manufacturers joined forces to present the second annual “Go Organic! for Earth Day,” a national educational and promotional campaign to encourage people to learn about and try organic products (www.organicearthday.org).
The mission of the Go Organic! campaign was to increase awareness and sales of organic products by connecting organic manufacturers with natural and conventional retailers nationally for a cost-saving, public relations-building initiative. The goals were achieved with a combination of strategies that included coupons, product samples, educational materials, recipes from Chef Akasha Richmond’s organic cookbook “Hollywood Dish”, a Web site and Earth Day events in select retail outlets. The public relations outreach proved to be a key element of the campaign, garnering more than 70 million media impressions via broadcast, print, and radio and Web outlets.
"This year's Go Organic! For Earth Day campaign was a success for Earthbound Farm and for the industry in general," said Myra Goodman, co-founder and executive vice president of Earthbound Farm. "Earth Day is such a great opportunity to educate and inspire people to make healthier choices for the environment. And with more and more people making organic food a part of their regular shopping lists, this campaign gives us the opportunity to talk about the connections between organic farming, a healthy environment, and healthy people.”
The Go Organic! campaign brings together leading companies and brands in the organic industry including Earthbound Farm, The Hain Celestial Group, Horizon Organic, Nature’s Path Foods, R.W. Knudsen Family, Santa Cruz Organic, Seventh Generation, Silk Soymilk and Stonyfield Farm. The nation’s leading food retailers including Kroger, Whole Foods, Wild Oats, Giant Foods and others also participated.
In preparing for the 2007 Go Organic! campaign, Scott Silverman, a recognized expert in the organic industry, has been brought in to serve as the retail manager. Silverman brings a wealth of experience including strategist and organizational leader in manufacturing, retailing and distribution of organic products.
The campaign (www.organicearthday.org) is a collaborative effort by the Organic Trade Association (OTA), Earth Day Network and MusicMatters.