Marketing Organic Foods

The Organic Trade Association (OTA) recently announced that the 1,700-member organization is launching an aggressive consumer marketing and public relations campaign that will reach more than 25 million consumers in the year 2009 alone. The plan will be executed by organic marketing veteran Laura Batcha, marketing director of OTA. Featured components of the plan include:

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• Generate trial and purchase of organic products through the award-winning “Go Organic for Earth Day” retailers program, a new “Go Organic for Back to School” sales promotion, and the biannual “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, relaunching the OTA’s consumer website and e-newsletter “The O’Mama Report” for greater mainstream appeal.

• Spearhead major online presence of organic through proactive use of web 2.0 tools to correct inaccuracies and proactively communicate about organic. Tools include a bimonthly 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, and launch the first-ever Organic Input Almanac to quantify and communicate environmental benefits of organic.

Go to www.ota.com for more information.