Tools to Understand   Organic Customers  and Create Sustainable Results
Sustainability <ul><li>Economically viable </li></ul><ul><li>Socially responsible </li></ul><ul><li>Ecologically sound </l...
The Panel <ul><li>Ivan Storck </li></ul><ul><li>Ed Zimmerman, Founder </li></ul><ul><li>Gene Ruda, President </li></ul><ul...
The Panel <ul><li>Marketing Programs </li></ul><ul><li>Technology Services </li></ul><ul><li>Supply Chain Expertise </li><...
Retail Market Growth Slowing
Market Driver: Organics on the Menu <ul><li>fine dining segment is the leader  - passion/commitment  </li></ul><ul><li>qui...
Safe (=Organic?) <ul><li>Public Concern About Food Safety   </li></ul><ul><li>70% very or fairly concerned about pesticide...
Certitude
The Panel <ul><li>Ivan Storck </li></ul>Helping emerging green businesses find their home and community on the web
 
 
The Panel <ul><li>Launched first organic dairy West of the Mississippi </li></ul><ul><li>Public Relations focused on Organ...
The Panel <ul><li>Our world is one of: </li></ul><ul><li>Delicious foods and incredible ideas  </li></ul><ul><li>Passionat...
The Panel
The Panel
Panelist Questions
<ul><li>With Wal*Mart now the largest retailer of organic groceries, is the organic standard sustainable?  </li></ul>Quest...
Question 2 How do you know if companies are authentically “Going Green” or  simply “Greenwashing”? In 1999, &quot;greenwas...
Question 3 <ul><li>What tools </li></ul><ul><li>do you </li></ul><ul><li>recommend </li></ul><ul><li>to your clients </li>...
Question 4 How can companies leverage the supply chain to cooperate? <ul><li>COHERENT MARKETING STRATEGIES </li></ul><ul><...
Question 5 How can companies connect to consumers to create organics demand? http://www.msu.edu/~howardp/
Question 5 How can companies connect to consumers to create organics demand?
http://www.msu.edu/~howardp/
 
 
 
O’Marketing <ul><li>Orate an authentic story </li></ul><ul><li>Online is an advantage </li></ul><ul><li>Open up to the sup...
Questions and Answers <ul><li>Q & A </li></ul>
Tools to Understand   Organic Customers  and Create Sustainable Results
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B O O 102107

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  • Intro 1 Min
  • B O O 102107

    1. 1. Tools to Understand Organic Customers and Create Sustainable Results
    2. 2. Sustainability <ul><li>Economically viable </li></ul><ul><li>Socially responsible </li></ul><ul><li>Ecologically sound </li></ul>
    3. 3. The Panel <ul><li>Ivan Storck </li></ul><ul><li>Ed Zimmerman, Founder </li></ul><ul><li>Gene Ruda, President </li></ul><ul><li>Michael Straus </li></ul>
    4. 4. The Panel <ul><li>Marketing Programs </li></ul><ul><li>Technology Services </li></ul><ul><li>Supply Chain Expertise </li></ul><ul><li>Ed Zimmerman, Founder </li></ul><ul><li>Gene Ruda, President </li></ul>
    5. 5. Retail Market Growth Slowing
    6. 6. Market Driver: Organics on the Menu <ul><li>fine dining segment is the leader - passion/commitment </li></ul><ul><li>quick service and fast casual increasing – access and price </li></ul>Organic ingredients, by dining type, Q4 2006 Source: Mintel Menu Insights
    7. 7. Safe (=Organic?) <ul><li>Public Concern About Food Safety </li></ul><ul><li>70% very or fairly concerned about pesticide and chemical residues </li></ul><ul><li>68% very or fairly concerned about food borne illness </li></ul><ul><li>63% very or fairly concerned about the safety of the foods they eat </li></ul><ul><li>52% very or fairly concerned about additives and preservatives. </li></ul><ul><li>50% very or fairly concerned about antibiotics and hormones </li></ul><ul><li>Only one-fifth are not at all concerned about </li></ul><ul><li>pesticide/chemicals and food borne illness. </li></ul>Michigan State University (MSU) Food Safety Policy Center (FSPC) -Feb 2006
    8. 8. Certitude
    9. 9. The Panel <ul><li>Ivan Storck </li></ul>Helping emerging green businesses find their home and community on the web
    10. 12. The Panel <ul><li>Launched first organic dairy West of the Mississippi </li></ul><ul><li>Public Relations focused on Organic, Green, Sustainable, and Renewable </li></ul><ul><li>Clients: </li></ul><ul><ul><li>Bon Appétit Management Company </li></ul></ul><ul><ul><li>Organic Bouquet </li></ul></ul><ul><ul><li>Egg Innovations </li></ul></ul><ul><ul><li>Clean Fish </li></ul></ul><ul><ul><li>Elephant Pharmacy </li></ul></ul><ul><ul><li>Sunlight Electric </li></ul></ul><ul><ul><li>Planet Organics </li></ul></ul><ul><ul><li>King Corn </li></ul></ul><ul><ul><li>Community Alliance w/ Family Farmers </li></ul></ul><ul><li>Michael Straus </li></ul>
    11. 13. The Panel <ul><li>Our world is one of: </li></ul><ul><li>Delicious foods and incredible ideas </li></ul><ul><li>Passionate entrepreneurs and corporate leaders </li></ul><ul><li>Activists and politicians </li></ul><ul><li>Farmers and teachers </li></ul><ul><li>From the organic goat herds of southern Armenia and the restaurants of Manhattan, to the wind turbines of Scotland and the socially responsible investors on Wall Street. </li></ul><ul><li>Often, the only thing separating them is the idea that they’re separate. </li></ul>
    12. 14. The Panel
    13. 15. The Panel
    14. 16. Panelist Questions
    15. 17. <ul><li>With Wal*Mart now the largest retailer of organic groceries, is the organic standard sustainable? </li></ul>Question 1
    16. 18. Question 2 How do you know if companies are authentically “Going Green” or simply “Greenwashing”? In 1999, &quot;greenwash&quot; was added to the Oxford English Dictionary, where it is defined as: &quot;Disinformation disseminated by an organization so as to present an environmentally responsible public image.&quot;
    17. 19. Question 3 <ul><li>What tools </li></ul><ul><li>do you </li></ul><ul><li>recommend </li></ul><ul><li>to your clients </li></ul><ul><li>to create </li></ul><ul><li>sustainability? </li></ul>
    18. 20. Question 4 How can companies leverage the supply chain to cooperate? <ul><li>COHERENT MARKETING STRATEGIES </li></ul><ul><ul><li>“ Only when the strategy is supported by all the </li></ul></ul><ul><ul><li>actors along the chain will the initiative be successful. Additionally, marketing strategies need to be built around clear, convincing and </li></ul></ul><ul><ul><li>credible claims that send a concise and positive message to consumers.” </li></ul></ul>--Nourishing Networks - Fourteen lessons about creating sustainable food supply chains by Dirk Roep and Han Wiskerke http://www.sus-chain.org/
    19. 21. Question 5 How can companies connect to consumers to create organics demand? http://www.msu.edu/~howardp/
    20. 22. Question 5 How can companies connect to consumers to create organics demand?
    21. 23. http://www.msu.edu/~howardp/
    22. 27. O’Marketing <ul><li>Orate an authentic story </li></ul><ul><li>Online is an advantage </li></ul><ul><li>Open up to the supply chain </li></ul>
    23. 28. Questions and Answers <ul><li>Q & A </li></ul>
    24. 29. Tools to Understand Organic Customers and Create Sustainable Results

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