Last updated on August 31st, 2015 at 01:29 pm
In a drive to educate and inform consumers of the benefits and the facts about organic, the Organic Trade Association (OTA) along with organic brands and industry thought leaders are uniting online Sept. 1-30 for “Organic Myth-Busting Month,” a 30-day effort on social media aimed at addressing long-held misconceptions surrounding organic trade.
“Despite organic sales and accessibility at all-time highs, consumer confusion about organic benefits remains significant,” said Laura Batcha, OTA’s CEO and executive director. “Consumers need to know the facts about organic so they can make the smartest choices for themselves and their families. Together, by engaging with consumers, media and influencers with a consistent and clear voice, we can change some misconceptions and bring audiences ‘on the fence’ about organic into the fold.”
Leveraging the #OrganicFestival hashtag, the social media gathering—expected to reach consumers across Facebook, Twitter, Pinterest, Instagram and LinkedIn—will encourage people nationwide to help bust the myths and spread the facts by offering member prizes to people who engage by sharing myth-busting posts on their own channels.
“Organic Myth-Busting Month” also will include at least five Twitter parties, featuring industry thought leaders as co-hosts for hour-long Twitter chats to foster online, two-way conversations between top organic experts and consumers. In addition, OTA will hold activities at special September events, including Natural Products Expo East.
OTA representatives each week in September will focus on a key area of misconception often spread about organic, deconstructing a related myth each day of that week:
• Week 1 (Sept. 1-5): Organic labeling, addressing the certification process, the integrity of the USDA label and the differences between organic vs. other unregulated claims such as “natural.”
• Week 2 (Sept. 6-12): Organic health, busting myths that organic isn’t better for you, sharing fresh research on organic’s health benefits.
• Week 3 (Sept. 13-19): Organic value, revealing the costs behind organic, demonstrating organic is affordable for all—including budget-conscious consumers.
• Week 4 (Sept. 20-26): Organic production, illustrating how organic can feed the world, outlining local and small vs. large-scale organic farming, and highlighting environmental benefits.
• Week 5 (Sept. 27-30): Organic beyond food, celebrating the lesser-known silos of organic, sharing why organic fiber, home and personal care products are better for skin and health, and revealing the differences between organic and conventional textile production.