RWRetailWire
Back to Discussions
DISCUSSION

Go Organic! Gains Momentum

Written by Tom Ryan

By Tom Ryan

Now in its third year, the Go Organic! for Earth Day promotional campaign seems intent on joining the ranks of National Frozen Food Month and Dairy Month as one of the perennial campaigns for the grocery industry.

For 2007, more than 3,500 grocery stores - including Kroger, Publix, Meijer, Food Lion, H-E-B and ShopRite - and 40 organic manufacturers are participating. Designed around Earth Day (April 22), the program encourages consumers to try organic products and raises awareness on how organics are produced. Many retailers are also finding the campaign educates store associates who don't completely grasp the meaning of 'organic' and 'natural.'

"We have many of the nation's leading grocers participating," Go Organic! retail manager Scott Silverman told Progressive Grocer. "They aren't just passively using the point-of-sale materials and coupon books we provide - they're using the campaign to jump-start an organic program and train their staff to make certain they understand the category."

Participating retailers hold special in-store events and promotions, offer product sampling, and create special displays - all at virtually no cost since the campaign is sponsored by major vendors. Many regionals are using the campaign to position themselves around organics.

"We know that many of our customers view organics as important," said Anderson Chung, D'Agostino's director of marketing. "We want to remind them that their local D'Agostino has all the organic foods they need. Since we also carry non-organics, this just gives us an opportunity to push organics and remind them that they need not go elsewhere to get them."

Brookshire Grocery Co., in Tyler, Texas, is using the campaign to call attention to new organic offerings. In honor of Earth Day, Brookshire is also selling cloth carryout bags at $1 each to encourage customers to help the environment.

For 2007, the campaign has added several new elements:

  • A revamped website, www.OrganicEarthDay.org, enables consumers to use a store finder to locate participating retailers. The site also includes organic facts and figures, kitchen-tested organic recipes, a "Test Your Organic Smarts" quiz and a kids' section;
  • Consumers can sign up for a customized e-newsletter and enter contests, including the chance to win a trip for two to a wellness spa;
  • Participating retailers will receive informational e-newsletters each month containing campaign updates, new product news, shopper insights, and important data about organics;
  • Healthnotes, the provider of health-and-wellness information, will feature organic-focused content at its interactive in-store kiosks at retail during the month of April.

The initiative is a project of the Organic Trade Association, Earth Day Network and MusicMatters.

Although data from the Natural Marketing Institute shows that awareness of organic products increased three percent nationally during last year's campaign, retailers see Go Organic! as a special promotion tied to a category with long-term growth potential.

"We've seen a slight increase in our sales during the campaign," admits D'Agostino's Mr. Chung. "But we really take a long-term approach when it comes to organics."

Discussion Questions: What do you think of the success of the Go Organic! program? Do you see participation important for all grocers, or just some?

Discussion Thread0