Organic Trade Association Launches Unprecedented Marketing Initiative to Promote Organic

GREENFIELD, Mass., Nov. 17 /PRNewswire/ — As the longstanding voice of
leadership in the $23.6 billion organic industry, the Organic Trade
Association (OTA) today announced that the 1,700-member
organization is launching an extraordinary consumer marketing and public
relations campaign that will reach more than 25 million consumers in the year
2009 alone.

“This unparalleled effort to educate consumers about the benefits of
organic comes at an historic point of change for America,” explained Christine
Bushway, who assumed her position as Executive Director, OTA, in September.
“Never has there been as much evidence backing the benefits of organic to
public and environmental health, as many organic farmers on the land, and as
many educational programs preparing a new generation of organic farmers. But
never in recent years has there been as high a level of consumer spending
confusion and concern. The role of this campaign is to set the record
straight and help consumers make the educated choice.”

Bushway outlined a full range of strategic marketing and public relations
initiatives that are being implemented under the direction of organic
marketing veteran Laura Batcha, Marketing Director, OTA. Featured components
of the plan include:

— Generate trial and purchase of organic products through the
award-winning “Go Organic for Earth Day(TM)” retailers program, a new Go
Organic(TM) for Back to School sales promotion, and the successful bi-annual
Taste for Life special magazine issues.

— Build organic’s cachet among consumers and get them active in the
organic community by rolling out a fully integrated advertising campaign for
organic, re-launching the OTA’s consumer website and e-newsletter The O’Mama
Report for greater mainstream appeal, and sponsoring consumer events ranging
from intimate in-home consumer parties to large-scale demonstration events.

— Spearhead major on-line presence of organic through proactive use of
web 2.0 tools to correct inaccuracies and proactively communicate about
organic. Tools include: “Organic on the Green: A Blog to feed the organic
revolution in campus dining”; a bi-monthly Blogwatch tracking organic
coverage; OTA Blog, to provide an organic perspective; and upgraded Member
Forum technology.

— Deliver powerful information tools to OTA members and increase their
use, especially the highly regarded Manufacturers Market Survey, and launch
the first-ever Organic Input Almanac to quantify and communicate environmental
benefits of organic.

“OTA’s massive new marketing campaign will heighten awareness, enthusiasm
and active support for organic products, and will help ensure that organic
sales continue to grow,” said Laura Batcha, who noted that work on these
fronts is already well underway. “The organic industry is destined to reach a
whole new level in the year ahead. More consumers than ever will be using
organic products in their daily lives.”

For more information about the Organic Trade Association, please visit

The Organic Trade Association (OTA) is the membership-based business
association for organic agriculture and products in North America. Its 1,700
members include growers, shippers, processors, certifiers, farmers’
associations, distributors, importers, exporters, consultants, retailers and
others. OTA’s mission is to promote and protect the growth of organic trade
to benefit the environment, farmers, the public and the economy.

In late 2007, OTA founded the Organic Agriculture and Products Education
Institute (“Organic Institute”), a 501(c) (3).
The Organic Institute’s mission is to educate about the attributes, benefits
and practices of organic agriculture and products today for better
environmental and personal health tomorrow. Some of the educational programs
outlined above will be developed and brought to the public by the Organic
Institute — alone or in partnership with OTA.

    Sue McGovern



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