Expo west fearless pdf deck
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Organic food is described as young, fun, and rebellious. However, consumers are confused about the differences between organic and natural products. While organic has a certification process, natural is undefined and left to the courts to determine. The organic industry risks leaving its future to chance if it does not invest in marketing its products, unlike other major industries that spend tens of millions annually promoting beef, milk, orange juice, and pistachios through iconic campaigns.
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Expo west fearless pdf deck
- 1. ORGANIC FOOD: Organic is the Elvis of food. Young, fun and rebellious. ©2 010 F E ARLE S S. CO NF I DE NT I A L A ND P ROPR I E TARY. 1 Saturday, March 12, 2011
- 2. “NATURAL” IS THE ENEMY OF “ORGANIC” Organic has a certification process. It might be confusing, but that process gives the term “organic” the potential to be a real brand. “Natural” is and will remain undefined. The FDA seems content to leave it to the courts to define “All Natural” someday. ©2 010 F E ARLE S S. CO NF I DE NT I A L A ND P ROPR I E TARY. 2 Saturday, March 12, 2011
- 3. ORGANIC CONFUSION Consumers don’t know the difference between organic and natural. ©2 010 F E ARLE S S. CO NF I DE NT I A L A ND P ROPR I E TARY. 3 Saturday, March 12, 2011
- 4. CONFUSION QUANTIFIED: ©2 010 F E ARLE S S. CO NF I DE NT I A L A ND P ROPR I E TARY. 4 Saturday, March 12, 2011
- 5. MARKETING’S SECRET SAUCE REVEALED... ©2 010 F E ARLE S S. CO NF I DE NT I A L A ND P ROPR I E TARY. 5 Saturday, March 12, 2011
- 6. $ ©2 010 F E ARLE S S. CO NF I DE NT I A L A ND P ROPR I E TARY. Saturday, March 12, 2011 6
- 7. MINI $25 million TRUTH $100 million BK $300 million VW $400 million ©2 010 F E ARLE S S. CO NF I DE NT I A L A ND P ROPR I E TARY. 7 Saturday, March 12, 2011
- 8. THE ORGANIC INDUSTRY DOESN’T NEED HELP MARKETING. YOU NEED HELP SPENDING ©2 010 F E ARLE S S. CO NF I DE NT I A L A ND P ROPR I E TARY. 8 Saturday, March 12, 2011
- 9. BEEF CAMPAIGN $42 MILLION ANNUALLY As $30 billion industry ©2 010 F E ARLE S S. CO NF I DE NT I A L A ND P ROPR I E TARY. 9 Saturday, March 12, 2011
- 10. GOT MILK? $27 MILLION ANNUALLY As a $10 billion industry ©2 010 F E ARLE S S. CO NF I DE NT I A L A ND P ROPR I E TARY. 10 Saturday, March 12, 2011
- 11. FLORIDA ORANGE JUICE $16 MILLION ANNUALLY As a $1.3 billion industry ©2 010 F E ARLE S S. CO NF I DE NT I A L A ND P ROPR I E TARY. 11 Saturday, March 12, 2011
- 12. FREAKING PISTACHIOS! $15 MILLION ANNUALLY Creating a 200% sales increase ©2 010 F E ARLE S S. CO NF I DE NT I A L A ND P ROPR I E TARY. 12 Saturday, March 12, 2011
- 13. ORGANIC FOOD $0 MILLION As a $27 billion industry ©2 010 F E ARLE S S. CO NF I DE NT I A L A ND P ROPR I E TARY. 13 Saturday, March 12, 2011
- 14. WHAT MOTIVATED ALL OF THESE CAMPAIGNS? Serious downturns: According to the California Milk Advisory Board, from 1980 to 1993 annual milk consumption in California dropped from 30 to 24.1 gallons of milk per person. And each of the preceeding campaigns was spawned by similar hardship. ©2 010 F E ARLE S S. CO NF I DE NT I A L A ND P ROPR I E TARY. 14 Saturday, March 12, 2011
- 15. THE ORGANIC INDUSTRY IS LEAVING ITS DESTINY TO CHANCE. EXAMPLE 1A. “Unless you’re a farmer, unless you’re growing it all yourself, no human being can have organic food. Don’t get sucked into this (organic) thing that ... you’re buying at the grocery store.” -Glenn Beck ©2 010 F E ARLE S S. CO NF I DE NT I A L A ND P ROPR I E TARY. 15 Saturday, March 12, 2011
- 16. DOES THE ORGANIC INDUSTRY HAVE TO WAIT UNTIL IT’S TOO LATE? ©2 010 F E ARLE S S. CO NF I DE NT I A L A ND P ROPR I E TARY. 16 Saturday, March 12, 2011
- 17. FEAR LESS LOVE MORE ©2 010 F E ARLE S S. CO NF I DE NT I A L A ND P ROPR I E TARY. 17 Saturday, March 12, 2011