OTA launches marketing initiative

The Organic Trade Association (OTA) has announced that is launching an extraordinary consumer marketing and public relations campaign that will reach more than 25 million consumers in the year 2009 alone. Christine Bushway, Executive Director, explains that there has never been as much evidence backing the benefits of organic to public and environmental health, but never in recent years there has been as high a level of consumer spending confusion and concern. The role of this campaign is to set the record straight and help consumers make the educated choice.
 

Ms Bushway outlines a full range of strategic marketing and public relations initiatives that are being implemented. Featured components of the plan include to 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 successful bi-annual Taste for Life special magazine issues. Building organic’s cachet among consumers and getting them active in the organic community by rolling out a fully integrated advertising campaign for organic, re-launching the consumer website and e-newsletter for greater mainstream appeal, and sponsoring consumer events ranging from intimate in-home consumer parties to large-scale demonstration events are also part of the plan, just to name some initiatives.
 

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