It is often proclaimed that sustainability is a journey, not a destination. This is certainly the case for members of the produce industry who choose to seek certification under one of the many programs available, or in development.

After receiving certification, the next challenge is communicating to customers and the end consumer what that certification really means and why it is important, says Annie Gardiner, founder of Green Penguin Communications, a marketing communications agency for companies who are committed to sustainability. We asked Gardiner, who wrote “Making the Most of Your Environmental Certification in the Marketplace” (excerpted with permission below) to add some candid comments and provide examples of growers who are doing well marketing their sustainable activities in the marketplace.

• Use certification to complement brand value.

First and foremost, customers buy your product because of its brand value. An environmental or social claim is a value-add, and will make all the difference for some customers.

“Every company has a value proposition that makes it unique, so by articulating environmental or social attributes, a company is in a great position to add to its value,” says Gardiner. She points to Stemilt Growers’ (www.stemilt.com) Artisan organic label as a good example of this. “Using the slogan, ‘Naturally farmed for organic flavor,’ positioning organic peaches and nectarines to have a better flavor is Stemilt’s value proposition,” she says.

• Know your talking points.

Your sustainability claim comes with a set of attributes and benefits. Ask your certifier for talking points so you can clearly communicate what the claim means, how it benefits your customers, and how it differs from other claims in your product area.
Gardiner says typically there is an internal disconnect when an operation gets certified because the person who handles it is on the technical side of the business, so the marketing person needs to learn the talking points and decide how to harness power of certification in the marketplace.

• Train your sales and marketing staff.

Your sales team is undoubtedly well-versed in the benefits provided by your product, but do they know how to promote your product with its environmental or social claim?

“Promote the consumer message that, ‘The same high-quality fruit you’ve always been accustomed to is now certified organic or sustainable. Here’s what that means, here’s what is in it for you,’” Gardiner says. “Many successful growers explain what their certification means on their website, then link through to the certification website so consumers can read about what the certification represents.”

• Peel back the eco-label for your customers.

Not all eco-labels are created equal. If you were certified by a neutral third party against a scientifically rigorous and publicly available standard, you are a leader. Protect your leadership position by educating your customers on how to critically evaluate eco-labels.

“Whether we like it or not, there are a few sustainability labels out there and it can get confusing,” Gardiner says. “Wherever you are in the supply chain, it is important to peel back the label, and make sure customers know what your certification label means and what it took to get it, in addition to the differences between each program.”

Gardiner offers Stahlbush Island Farms (www.stahlbush.com) as a good example of how to promote sustainable practices. “Growers should want to meet customers where they are and the nice thing about Web content is that growers can provide as much or as little information as they want.”

• Use labeling guidelines.

Each certification program issues logo use guidelines to ensure that its seal is used with integrity. Used in conjunction with the Federal Trade Commission’s Guides for the Use of Environmental Marketing claims, you can make certain that you stay beyond reproach by accurately representing the extent and parameters of your claim. Claims should make clear whether they apply to the product, the package, or some component of either. Be specific, avoid ambiguity, and never overstate the scope of the claim.

• Use the certification mark — on your product.

On-product labeling helps your customers recognize the environmental and social attributes of your product. The seal not only cultivates trust with sustainably driven consumers, but also ensures transparency and traceability.
“There are several instances where companies are so dedicated to living sustainability that they come up with their own label and use a third-party certification to back up their own claims,” Gardiner says. “Building a consumer brand is a huge and expensive proposition, so if you’ve got a certification like organic, which already has a lot of cache in the marketplace, you want to use that USDA Certified Organic label.”

• Use the certification mark — off-product.

Every customer interaction is an opportunity to build brand recognition and customer loyalty. To communicate your commitment to sustainability and remind customers what you stand for, include your certification seal — and information about the seal — on your website, brochures, proposals, e-mails, press releases, advertisements, e-newsletters, and business cards.

• Use photos and videos.

Sustainability accomplishments lend themselves to digital media. Capture images that show your environmental and social practices.
Stemilt Growers’ use of photos and videos on its website illustrates its leadership in the organic fruit industry. From photos of its 23-acre composting facility and its overview of 2,000 acres of organic growing, to its harvest process videos and photo tours of each orchard, the site is rich with visual content. Punctuated by the USDA Organic seal, the photos give customers proof that Stemilt is living its sustainability claims.

• Compose your narrative.

Complement photos with a concise yet emotionally appealing narrative that tells your unique story.

Driscoll’s website (www.driscolls.com) is an excellent example of how to do narratives, Gardiner says. Its section on “The Art of Growing” provides information on its conventional, organic and food safety practices. A section called “Meet a Farmer,” connects customers to real growers and shows them the face behind the berries they eat.

Stemilt also provides an great example in the “Our Difference” section of its website (www.stemilt.com), where it offers a history of the company’s dedication to quality fruit. Positioning itself as a leader in organic production, Stemilt details its practices and provides a list of frequently asked questions and other tools for transparency to the customer.

• Build relationships.

The sustainably-driven consumer wants a relationship with you. Connect customers with the people, places, and processes behind the production of your product.

“One of the trends we’ll see is more shared and user generated content,” Gardiner says. Providing recipes for fruit products on grower websites and asking consumers to share their own recipes will help build relationships with those customers and drive an online community to your website. Dry Creek Peach & Produce (www.drycreekpeach.com) does an excellent job with this, even going so far as to post a family photo on the “About Us” page to help consumers connect in a more personal way, Gardiner says.

• Know the sustainably driven consumer.

Inform your communication activities with sound research on the sustainably driven consumer. Implement an internal process for continually monitoring the needs and desires of this consumer.

“The audience is changing, so growers need to know the demographics and what the trends are,” Gardiner says. “Delegating someone on staff to stay tuned into the demographics, cultural trends and buying psychology is important.” Gardiner recommends subscribing to e-newsletters from market research groups like BBMG and the Hartman Group, which also offers great information in free webinars.

• Provide adequate information.

The sustainably driven consumer has a robust appetite for information. Complement point-of-purchase materials with web-based content so customers can access the amount of information that is right for them.

“Fortunately, the sustainable consumer has a big appetite for information,” Gardiner says. She offers Stemilt’s retail bins as an example, which tell a little about the company’s story with light text, and include the company’s Web address to allow customers to pursue more information online.

• Position yourself as a resource.

Your customers are trying to distinguish between “bright green,” “green,” and “green-washed.” They want to reach the sustainably-driven consumer and they want to do it right. Set yourself apart by being a resource.

“Growers who educate themselves are in a unique position to be a resource to educate retail customers and help them appeal to consumers the right way,” Gardiner says. “If you are bright green and you have earned that accomplishment, promote it and separate yourself from the others.”
She suggests working with retail partners to develop a specific program or pilot idea to help them draw and engage the sustainably-driven customer.

• Exercise transparency.

Demonstrate authenticity by backing up your claim. Show results, acknowledge shortcomings, and engage customers in the process.

“We have to make sure that our efforts are credible,” Gardiner says. “If you are in a leadership position and have been certified sustainable, it’s in your best interest to back up your sustainability claim. Be transparent, be real, show your strengths and weaknesses, and invite people to join you on the sustainability path. Your customers can walk it with you.”

• Get Your Story Out

Call 510-339-1363 or e-mail annie@greenpenguincomm.com for help in getting your story in front of your customers so you can stand out.

“We can make things like soil sexy,” Gardiner laughs. “All these little things that used to be left up to farm managers, like beneficial pests, are huge in the sustainability world. We can communicate those ideas in ways that are very compelling.”