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©2010 FEARLESS. CONFIDENTIAL AND PROPRIETARY. 1

Organic is the Elvis of food. Young, fun and rebellious.

ORGANIC FOOD:

Saturday, March 12, 2011


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.

“NATURAL” IS THE ENEMY OF “ORGANIC”



Consumers don’t know the difference between organic and natural.

ORGANIC CONFUSION



CONFUSION QUANTIFIED:



MARKETING’S SECRET SAUCE REVEALED...



$Saturday, March 12, 2011


MINI $25 million

TRUTH $100 million

BK $300 million

VW $400 million



THE ORGANIC INDUSTRY DOESN’T NEED HELP MARKETING.

YOU NEED HELP SPENDING



BEEF CAMPAIGN $42 MILLION ANNUALLY

As $30 billion industry



GOT MILK? $27 MILLION ANNUALLY

As a $10 billion industry



FLORIDA ORANGE JUICE $16 MILLION ANNUALLY

As a $1.3 billion industry



FREAKING PISTACHIOS! $15 MILLION ANNUALLY

Creating a 200% sales increase



ORGANIC FOOD $0 MILLION

As a $27 billion industry



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.

WHAT MOTIVATED ALL OF THESE CAMPAIGNS?



“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

THE ORGANIC INDUSTRY IS LEAVING ITS DESTINY TO CHANCE. EXAMPLE 1A.



DOES THE ORGANIC INDUSTRY HAVE TO WAIT UNTIL IT’S TOO LATE?


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