Marketing is an all-encompassing term, tied into a matrix of interactions, from face-to-face at farmers markets to international preferences; from cultivating more organic farmers to stocking the supply chain that stocks the shelves of our retail outlets where most of us shop.
After battles for GMO labeling transparency, the latest controversy comes from one of organic’s most stalwart retailers, Whole Foods Market, which wields considerable retail influence. Its Responsibly Grown label has been decried as marginalizing the USDA Organic Label, and they have been persuaded to make adjustments.
Marketing is really about value propositions. It should incorporate a range of media to elevate the narratives of its producers.
Organic foods have long offered a rich value. You might think that food grown with integrity and care and bursting with flavor, would practically sell itself.
Now, the maturation of the organic market has seen opportunities and a host of new challenges. The most pervasive is the backlash expressed by agricultural giants via extensive campaigns of academic and media attacks.
Consumer preferences are eventually met by a variety of choices. What endures is the timeless quality of the organic food and the creative integrity of its producers. That is our ultimate selling point.