At the inaugural Organic Produce Summit in Monterey on July 14, we witnessed a messaging evolution happening among the strongest organic advocates. This messaging moves away from disparaging non-organic products and mirrors the main message of the Alliance for Food and Farming (AFF): “Eat more organic and conventionally grown fruits and veggies every day for better health and a longer life – both are safe and can be consumed with confidence.”
Some evolution examples from the Summit’s keynote presentations:
“We need to distinguish organics in a way that is not disparaging so that we can promote the produce category overall.” Laura Batcha, CEO, Organic Trade Association (OTA)
“We know consumers react better to positive messaging to differentiate organic. Negative messaging appeals to just a small percentage (of consumers).” Laura Batcha
To read the rest of the story, please go to: The Alliance for Food and Farming (AFF)
