Expo west fearless pdf deck

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Deck from my presentation at EXPO WEST 2011.

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Expo west fearless pdf deck

  1. 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. 1Saturday, March 12, 2011
  2. 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. 2Saturday, March 12, 2011
  3. 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. 3Saturday, March 12, 2011
  4. 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. 4Saturday, March 12, 2011
  5. 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. 5Saturday, March 12, 2011
  6. 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. 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. 7Saturday, March 12, 2011
  8. 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. 8Saturday, March 12, 2011
  9. 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. 9Saturday, March 12, 2011
  10. 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. 10Saturday, March 12, 2011
  11. 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. 11Saturday, March 12, 2011
  12. 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. 12Saturday, March 12, 2011
  13. 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. 13Saturday, March 12, 2011
  14. 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. 14Saturday, March 12, 2011
  15. 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. 15Saturday, March 12, 2011
  16. 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. 16Saturday, March 12, 2011
  17. 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. 17Saturday, March 12, 2011

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