With the growing success of organics and increasing consumer interest in buying foods grown on sustainable farms without toxic chemical, many food companies are launching new marketing campaigns chock-full of environmental-friendly catchphrases and re-packaging products that lend the appearance of the company “going green” — even if little or no actual change to the product has occurred.
In February, mega-food company Sara Lee launched the Eco-Grain™ label for its EarthGrains breads with a major marketing campaign that blanketed the Web, Facebook, Twitter and National Public Radio.
Sara Lee billed the trademarked product as “environmentally friendly” bread that “will save the earth, one field at a time” because Eco-Grain wheat is grown with “precision agriculture.”
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