The Organic Trade Association (OTA) said Wednesday a national campaign to promote organics, with the message “skip the chemicals and just go with organic,” is set to launch this fall.
The Washington, D.C.-based trade group said more than $1 million in financing has been raised for the campaign by donors, who will receive a toolkit with the creative concepts and ways for individuals, companies, and brands to participate.
In early March, OTA had issued a press release announcing that $1 million had already been raised to support the campaign, with another $1 million “on target for year two of the campaign with the goal to raise more.”
OTA said in its press release on Wednesday that the campaign “will extend to multiple mediums with a heavy emphasis on social media. A supporting paid media campaign across digital platforms will target ‘fringe’ consumers who know about organic but are not regular purchasers of organic products.”
The campaign, which is spearheaded by Organic Voices, chaired by Stonyfield co-founder Gary Hirshberg, “hammers home the enormous numbers of chemicals used in conventional food, personal care and textile production, and the fact that all of these are prohibited under the USDA’s organic seal,” OTA said.
“The Organic Voices messaging effort will help to erase consumer confusion and make clear exactly why organic is one of the very best and most practical steps one can take to promote preventive health,” Hirshberg said in the March press release. “This campaign comes at a critical time for organic, and all of us in the organic community need to step up and pool our resources to promote organic.”
The U.S. organic food and beverage market grew 5.9 percent in 2018 to reach $47.9 billion in sales, according to the OTA’s annual Organic Industry Survey released in May.