Organic food is described as young, fun, and rebellious. However, consumers are confused about the differences between organic and natural products. While organic has a certification process, natural is undefined and left to the courts to determine. The organic industry risks leaving its future to chance if it does not invest in marketing its products, unlike other major industries that spend tens of millions annually promoting beef, milk, orange juice, and pistachios through iconic campaigns.

1. ORGANIC FOOD:
Organic is the Elvis of food.
Young, fun and rebellious.
©2 010 F E ARLE S S. CO NF I DE NT I A L A ND P ROPR I E TARY. 1
Saturday, March 12, 2011

2. “NATURAL” IS THE ENEMY OF “ORGANIC”
Organic has a certification process. It might be
confusing, but that process gives the term “organic”
the potential to be a real brand. “Natural” is and will
remain undefined. The FDA seems content to leave it
to the courts to define “All Natural” someday.
©2 010 F E ARLE S S. CO NF I DE NT I A L A ND P ROPR I E TARY. 2
Saturday, March 12, 2011

3. ORGANIC CONFUSION
Consumers don’t know the
difference between organic
and natural.
©2 010 F E ARLE S S. CO NF I DE NT I A L A ND P ROPR I E TARY. 3
Saturday, March 12, 2011

4. CONFUSION QUANTIFIED:
©2 010 F E ARLE S S. CO NF I DE NT I A L A ND P ROPR I E TARY. 4
Saturday, March 12, 2011

5. MARKETING’S
SECRET
SAUCE
REVEALED...
©2 010 F E ARLE S S. CO NF I DE NT I A L A ND P ROPR I E TARY. 5
Saturday, March 12, 2011

6. $
©2 010 F E ARLE S S. CO NF I DE NT I A L A ND P ROPR I E TARY.
Saturday, March 12, 2011
6

7. MINI $25 million
TRUTH $100 million
BK $300 million
VW $400 million
©2 010 F E ARLE S S. CO NF I DE NT I A L A ND P ROPR I E TARY. 7
Saturday, March 12, 2011

8. THE ORGANIC
INDUSTRY
DOESN’T NEED
HELP
MARKETING.
YOU NEED HELP
SPENDING
©2 010 F E ARLE S S. CO NF I DE NT I A L A ND P ROPR I E TARY. 8
Saturday, March 12, 2011

9. BEEF
CAMPAIGN
$42 MILLION
ANNUALLY
As $30 billion industry
©2 010 F E ARLE S S. CO NF I DE NT I A L A ND P ROPR I E TARY. 9
Saturday, March 12, 2011

10. GOT MILK?
$27 MILLION
ANNUALLY
As a $10 billion industry
©2 010 F E ARLE S S. CO NF I DE NT I A L A ND P ROPR I E TARY. 10
Saturday, March 12, 2011

11. FLORIDA
ORANGE
JUICE
$16 MILLION
ANNUALLY
As a $1.3 billion industry
©2 010 F E ARLE S S. CO NF I DE NT I A L A ND P ROPR I E TARY. 11
Saturday, March 12, 2011

12. FREAKING
PISTACHIOS!
$15 MILLION
ANNUALLY
Creating a 200%
sales increase
©2 010 F E ARLE S S. CO NF I DE NT I A L A ND P ROPR I E TARY. 12
Saturday, March 12, 2011

13. ORGANIC FOOD
$0 MILLION
As a $27 billion industry
©2 010 F E ARLE S S. CO NF I DE NT I A L A ND P ROPR I E TARY. 13
Saturday, March 12, 2011

14. WHAT MOTIVATED ALL OF THESE CAMPAIGNS?
Serious downturns:
According to the California Milk Advisory Board, from
1980 to 1993 annual milk consumption in California
dropped from 30 to 24.1 gallons of milk per person.
And each of the preceeding campaigns was spawned
by similar hardship.
©2 010 F E ARLE S S. CO NF I DE NT I A L A ND P ROPR I E TARY. 14
Saturday, March 12, 2011

15. THE ORGANIC INDUSTRY IS LEAVING ITS
DESTINY TO CHANCE. EXAMPLE 1A.
“Unless you’re a farmer, unless you’re growing it all
yourself, no human being can have organic
food. Don’t get sucked into this (organic) thing
that ... you’re buying at the grocery store.”
-Glenn Beck
©2 010 F E ARLE S S. CO NF I DE NT I A L A ND P ROPR I E TARY. 15
Saturday, March 12, 2011

16. DOES THE
ORGANIC
INDUSTRY
HAVE TO WAIT
UNTIL IT’S
TOO LATE?
©2 010 F E ARLE S S. CO NF I DE NT I A L A ND P ROPR I E TARY. 16
Saturday, March 12, 2011

17. FEAR
LESS
LOVE
MORE
©2 010 F E ARLE S S. CO NF I DE NT I A L A ND P ROPR I E TARY. 17
Saturday, March 12, 2011