B O O 102107

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  • Intro 1 Min

Transcript

  • 1. Tools to Understand Organic Customers and Create Sustainable Results
  • 2. Sustainability
    • Economically viable
    • Socially responsible
    • Ecologically sound
  • 3. The Panel
    • Ivan Storck
    • Ed Zimmerman, Founder
    • Gene Ruda, President
    • Michael Straus
  • 4. The Panel
    • Marketing Programs
    • Technology Services
    • Supply Chain Expertise
    • Ed Zimmerman, Founder
    • Gene Ruda, President
  • 5. Retail Market Growth Slowing
  • 6. Market Driver: Organics on the Menu
    • fine dining segment is the leader - passion/commitment
    • quick service and fast casual increasing – access and price
    Organic ingredients, by dining type, Q4 2006 Source: Mintel Menu Insights
  • 7. Safe (=Organic?)
    • Public Concern About Food Safety
    • 70% very or fairly concerned about pesticide and chemical residues
    • 68% very or fairly concerned about food borne illness
    • 63% very or fairly concerned about the safety of the foods they eat
    • 52% very or fairly concerned about additives and preservatives.
    • 50% very or fairly concerned about antibiotics and hormones
    • Only one-fifth are not at all concerned about
    • pesticide/chemicals and food borne illness.
    Michigan State University (MSU) Food Safety Policy Center (FSPC) -Feb 2006
  • 8. Certitude
  • 9. The Panel
    • Ivan Storck
    Helping emerging green businesses find their home and community on the web
  • 10.  
  • 11.  
  • 12. The Panel
    • Launched first organic dairy West of the Mississippi
    • Public Relations focused on Organic, Green, Sustainable, and Renewable
    • Clients:
      • Bon Appétit Management Company
      • Organic Bouquet
      • Egg Innovations
      • Clean Fish
      • Elephant Pharmacy
      • Sunlight Electric
      • Planet Organics
      • King Corn
      • Community Alliance w/ Family Farmers
    • Michael Straus
  • 13. The Panel
    • Our world is one of:
    • Delicious foods and incredible ideas
    • Passionate entrepreneurs and corporate leaders
    • Activists and politicians
    • Farmers and teachers
    • 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.
    • Often, the only thing separating them is the idea that they’re separate.
  • 14. The Panel
  • 15. The Panel
  • 16. Panelist Questions
  • 17.
    • With Wal*Mart now the largest retailer of organic groceries, is the organic standard sustainable?
    Question 1
  • 18. Question 2 How do you know if companies are authentically “Going Green” or simply “Greenwashing”? In 1999, "greenwash" was added to the Oxford English Dictionary, where it is defined as: "Disinformation disseminated by an organization so as to present an environmentally responsible public image."
  • 19. Question 3
    • What tools
    • do you
    • recommend
    • to your clients
    • to create
    • sustainability?
  • 20. Question 4 How can companies leverage the supply chain to cooperate?
    • COHERENT MARKETING STRATEGIES
      • “ Only when the strategy is supported by all the
      • actors along the chain will the initiative be successful. Additionally, marketing strategies need to be built around clear, convincing and
      • credible claims that send a concise and positive message to consumers.”
    --Nourishing Networks - Fourteen lessons about creating sustainable food supply chains by Dirk Roep and Han Wiskerke http://www.sus-chain.org/
  • 21. Question 5 How can companies connect to consumers to create organics demand? http://www.msu.edu/~howardp/
  • 22. Question 5 How can companies connect to consumers to create organics demand?
  • 23. http://www.msu.edu/~howardp/
  • 24.  
  • 25.  
  • 26.  
  • 27. O’Marketing
    • Orate an authentic story
    • Online is an advantage
    • Open up to the supply chain
  • 28. Questions and Answers
    • Q & A
  • 29. Tools to Understand Organic Customers and Create Sustainable Results