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The Challenges of Marketing Organic (Natural) Products

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on 3 December 2013

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Transcript of The Challenges of Marketing Organic (Natural) Products

The Challenges of Marketing Organic (Natural) Products
Jasmin Roberts

More than a third of natural product marketers have been involved in the natural products business for more than a decade. Today’s natural product marketers are drawn to natural products because of their personal values and belief in the products (Weber Communications, 2011).

The excitement underlying this highly marketable industry lies in the fact that society has moved in a direction of being health-conscious, thus the ability to market to a health-conscious consumer is significant (Weber Communications, 2011).

Industry experts agree that the growing demand for products that are healthy and environmentally friendly are the driving forces behind the success of the organics industry. In addition, many consumers believe that organic products are not only better, but can serve as preventative medicine against health risks and illnesses (Altschul, nd).
Literature Review
The truth about organic foods

Natural versus synthetic chemicals is a gray matter

Email and Social Media Marketing Primer for Natural and Organic Products
The analysis is organized around the concept surrounding the challenges to market organic products. The problem in today’s society is that the marketing aspects of organic (or natural) products are not being promoted as much as synthetic products. The challenges of organic products in the area of advertisement in the marketplace were represented in the survey by a two stage model. First, if the consumer chooses whether to buy organic products and second if so, how much would the consumer pay. The survey was developed using QuickSurveys (Appendix) and consists of 10 questions regarding the advertisement of natural products and how the products are being marketed. The survey was completed by respondents using a web link using various social media resources.
While consumers have more options when it comes to the purchasing of organic products, how those products are marketed is still a challenge.

The question of the consumer’s mindset regarding the marketing of organic and synthetic products showed that the majority of respondents feel that consumers would purchase more organic products if the marketing was comparable to that of synthetic products . Regarding the cost of organic products, the majority of respondents stated although the use of organic products should be used, several participants feel that cost was the primary reason that consumers chose synthetic products over organic.
Variables used for research:
Defining Organic

Consumer perception of organic products

Establishing the market

Literature Review Cont'd
The use of the word “organic” has created much discussion within the agricultural and food community. Some producers have foregone the organic certification process in favor of marketing “locally grown” food directly through local channels. This movement is sometimes called “beyond organic.” Other growers have utilized terms such as “sustainable,” “whole,” and “natural” to describe their products (University of Kentucky, 2010).
Consumer perception of organic products
According to DeCostole (2013) “the organic-food business is booming: About 70 percent of Americans buy organic food occasionally and nearly one quarter buy it every week, according to the Hartman Group, a market research firm. For most of the US population, the reason is simple, we want natural food that's better for us and for the environment, says Samuel Fromartz, author of Organic, Inc. but buying organic can cost you as much as 50 percent more so read on to know when it's worth it.”
Defining Organic
Establishing the market
It is becoming more common for producers entering wholesale organic produce markets to negotiate directly with the retailer. Many retailers are unwilling to entertain advances from growers that cannot guarantee specific volumes at certain prices throughout the season. In addition, many food retailers have utilized contractual buying agreements with growers of organic produce. Smaller-scale wholesale markets for organic produce include local or specialty grocers (such as natural food stores or co-ops) and restaurants. Although specialty grocers and restaurants may provide lower volume requirements than larger chains, quality and volume requirements are still critical to success (University of Kentucky, 2010).
There were a total of 30 males and female participants. Twenty-three females and seven males completed the survey
The data represents a stratified random sample, selected on both demographic and geographic targets. Summary statistics are presented which include age, race/ethnicity, occupation, geographic area, and household income. Age of the household includes two age groups, those 18-34 and 35-54.

Prior to this study, the current research supported the notion that marketing of organic products was hindered by lack of knowledge, FDA regulations, and education about the benefits and myths associated with organic products. After analysis of the survey responses, the following information was gained from the study.
Senior Capstone
My product is an organic clothing line called Stem Baby that is based out of Nordstrom.
Here is how Stem Baby is being displayed in Nordstrom.
Senior Capstone PR Plan
This is the future tag for Stem Baby so people will know that this line is organic.
What kind of organic products do you buy?
Do you think that if organic products were marketed as well as synthetic products would people buy more organic products?
Do you think the reason why people choose synthetic products over organic products because they are more expensive then synthetic?
Do you believe in using organic products?
Thank You
Questions and Answers
Work Cited
Altschul, K. (nd) Marketing Challenges for Organic Foods. Retrieved from:

DeCostle, J. (2013). The truth about organic foods. Retrieved from

University of Kentucky. (2010). Retrieved from

Weber Communications. (2011). Email and Social Media Marketing Primer for Natural and
Organic Products. Retrieved from http://docs.aweber-static.com/email-marketing-guides/natural-product-marketing.pdf

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