Organics Industry Prepares for Oct. 21 Curtain Up
October 21 is a watershed day for the U.S. organic industry – it is the day the National Organic Program (NOP) goes into effect. Any business involved in organic products should be preparing now to take advantage of the publicity and use it as a unique opportunity to promote the organic movement. Beginning October 21, only companies that are certified by U.S. Department of Agriculture accredited certifiers will be able to carry the official USDA organic label. “This will legitimize organics to a degree that we’ve never known before,” says Theresa Marquez, sales and marketing director for Wisconsin-based Organic Valley Cooperative. Every company, hopefully, is getting ready now,” says Nancy Hirshberg, vp for natural resources, environment and organic products at Stonyfield Farm in Londonberry, NH. “For Stonyfield, this is a key moment and a key opportunity,” she says. Stonyfield, a leading organic dairy products manufacturer, plans a media and in-store promotional campaign that ranges from placing coupons valued between $50-100 on its yogurt lids to detailed information about NOP on its website. Hirshberg views October 21 not only as a great marketing opportunity, but as a historic moment in helping people understand the connection between “the environment and the food […]
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