B O O 102107

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Information about B O O 102107

Published on November 6, 2007

Author: ivanoats

Source: slideshare.net

Tools to Understand Organic Customers and Create Sustainable Results

Sustainability Economically viable Socially responsible Ecologically sound

Economically viable

Socially responsible

Ecologically sound

The Panel Ivan Storck Ed Zimmerman, Founder Gene Ruda, President Michael Straus

Ivan Storck

Ed Zimmerman, Founder

Gene Ruda, President

Michael Straus

The Panel Marketing Programs Technology Services Supply Chain Expertise Ed Zimmerman, Founder Gene Ruda, President

Marketing Programs

Technology Services

Supply Chain Expertise

Ed Zimmerman, Founder

Gene Ruda, President

Retail Market Growth Slowing

Market Driver: Organics on the Menu fine dining segment is the leader - passion/commitment quick service and fast casual increasing – access and price Organic ingredients, by dining type, Q4 2006 Source: Mintel Menu Insights

fine dining segment is the leader - passion/commitment

quick service and fast casual increasing – access and price

Safe (=Organic?) Public Concern About Food Safety 70% very or fairly concerned about pesticide and chemical residues 68% very or fairly concerned about food borne illness 63% very or fairly concerned about the safety of the foods they eat 52% very or fairly concerned about additives and preservatives. 50% very or fairly concerned about antibiotics and hormones Only one-fifth are not at all concerned about pesticide/chemicals and food borne illness. Michigan State University (MSU) Food Safety Policy Center (FSPC) -Feb 2006

Public Concern About Food Safety

70% very or fairly concerned about pesticide and chemical residues

68% very or fairly concerned about food borne illness

63% very or fairly concerned about the safety of the foods they eat

52% very or fairly concerned about additives and preservatives.

50% very or fairly concerned about antibiotics and hormones

Only one-fifth are not at all concerned about

pesticide/chemicals and food borne illness.

Certitude

The Panel Ivan Storck Helping emerging green businesses find their home and community on the web

Ivan Storck

 

 

The Panel Launched first organic dairy West of the Mississippi Public Relations focused on Organic, Green, Sustainable, and Renewable Clients: Bon Appétit Management Company Organic Bouquet Egg Innovations Clean Fish Elephant Pharmacy Sunlight Electric Planet Organics King Corn Community Alliance w/ Family Farmers Michael Straus

Launched first organic dairy West of the Mississippi

Public Relations focused on Organic, Green, Sustainable, and Renewable

Clients:

Bon Appétit Management Company

Organic Bouquet

Egg Innovations

Clean Fish

Elephant Pharmacy

Sunlight Electric

Planet Organics

King Corn

Community Alliance w/ Family Farmers

Michael Straus

The Panel Our world is one of: Delicious foods and incredible ideas Passionate entrepreneurs and corporate leaders Activists and politicians Farmers and teachers From the organic goat herds of southern Armenia and the restaurants of Manhattan, to the wind turbines of Scotland and the socially responsible investors on Wall Street. Often, the only thing separating them is the idea that they’re separate.

Our world is one of:

Delicious foods and incredible ideas

Passionate entrepreneurs and corporate leaders

Activists and politicians

Farmers and teachers

From the organic goat herds of southern Armenia and the restaurants of Manhattan, to the wind turbines of Scotland and the socially responsible investors on Wall Street.

Often, the only thing separating them is the idea that they’re separate.

The Panel

The Panel

Panelist Questions

With Wal*Mart now the largest retailer of organic groceries, is the organic standard sustainable? Question 1

With Wal*Mart now the largest retailer of organic groceries, is the organic standard sustainable?

Question 2 How do you know if companies are authentically “Going Green” or simply “Greenwashing”? In 1999, "greenwash" was added to the Oxford English Dictionary, where it is defined as: "Disinformation disseminated by an organization so as to present an environmentally responsible public image."

Question 3 What tools do you recommend to your clients to create sustainability?

What tools

do you

recommend

to your clients

to create

sustainability?

Question 4 How can companies leverage the supply chain to cooperate? COHERENT MARKETING STRATEGIES “ Only when the strategy is supported by all the actors along the chain will the initiative be successful. Additionally, marketing strategies need to be built around clear, convincing and credible claims that send a concise and positive message to consumers.” --Nourishing Networks - Fourteen lessons about creating sustainable food supply chains by Dirk Roep and Han Wiskerke http://www.sus-chain.org/

COHERENT MARKETING STRATEGIES

“ Only when the strategy is supported by all the

actors along the chain will the initiative be successful. Additionally, marketing strategies need to be built around clear, convincing and

credible claims that send a concise and positive message to consumers.”

Question 5 How can companies connect to consumers to create organics demand? http://www.msu.edu/~howardp/

Question 5 How can companies connect to consumers to create organics demand?

http://www.msu.edu/~howardp/

 

 

 

O’Marketing Orate an authentic story Online is an advantage Open up to the supply chain

Orate an authentic story

Online is an advantage

Open up to the supply chain

Questions and Answers Q & A

Q & A

Tools to Understand Organic Customers and Create Sustainable Results

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