A campiagn has been launched in the US to encourage consumers to purchase more organic products.
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The push, which has the strapline ‘Organic. It’s worth it’, is designed to target families with young children who “might be open to choosing organic”, The Organic Agriculture and Products Education Institute (Organic Institute) said yesterday (26 February).
The campaign, the Institute said, seeks to “reach new mothers, the primary gateways to organic”.
“The mission of this campaign is to answer consumer questions about organic with the clear message that organic is worth it in every way from health care and economics to farming and the environment. It will increase consumer trust, knowledge and purchase of organic products,” said Christine Bushway, president of the Organic Institute and executive director of the Organic Trade Association (OTA), sponsor of the campaign.
The campaign includes topics such as organic’s connections to healthy kids; nutritious meals; food people trust; clean water; and a healthy future.
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By GlobalDataAds will run from 5 March through to late May on a number of websites.
OTA marketing director Laura Batcha said: “Helping mothers make the connection between the personal health of their families and the health of the environment is key to this education and marketing initiative. It gives them the rationale they need to make the organic purchase.”
