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Your Experts
• Ryan Smith: History of Organic Produce
• Dionne Roberson: Organic Agriculture
• Leah Brosius: Marketing and Analysis
• Rachael Faulkner: Accounting and Finance
• Joel Brust: Competitors
History of Organic Foods
• 1963: First Popular Book on Organic Foods Published
• 1970’s: A Large Social Movement
• 1990’s: Government Interaction
• Today: Government Regulations
What is Organic Agriculture?
• Requires the Use of Practices that Maintain the Balance of Nature.
• Promotes and Enhances Biodiversity Through an Ecological Management System.
• Prohibits the Use of Unauthorized Chemicals and Other Elements.
Myths of Going Organic
• Organic Foods Taste Bad.
• Organic Means Vegetarian.
• Organic is Unregulated.
Percent of Certifiers Per RegionMid West Leads in Certifiers
41%
24%
16%
19%
Mid West
West
South
East
Source: Organic Farming Research Foundation
Types of Certification
• “100% Organic”
• “Organic”
• “Made with Organic Ingredients”
Organic Agriculture
• Environmental Impacts
• Health Benefits
• Childhood Learning
Environmental Impacts
• Soil, Air & Water Pollution
• Biodiversity Erosion
• Energy Loss
• Water & Fossil Fuel Consumption
Health Benefits
Improve Intake of:
• Vitamins
• Minerals
• Other Nutrients
Childhood Awareness
• Obesity Rates Rise
• Formative Years Important
• Health & Environmental Stressed
Consumers Stress Importance of "Clean Foods"
Year 2001
70.0%
62.9%
52.5%
44.6%
0% 25% 50% 75% 100%
M eats Without Antibiotics & Hormones
Foods Grown Without Pesticides
Non-B leached Grains
Foods that Haven't Been Irradiated
Source: The Marketing Institute
Marketing Organics
• Creating an Image
• Implementing Consistently
• Educating the Consumers
U.S. Market for Organic Foods
Produce42%
Other Foods32%
Groceries15%
Dairy11%
Source: http://www.organictrading.com/
Marketing to Kids
• Starting an Organic Garden
• Sampling Out New Choices
• Providing a Creative Mix
Marketing to Parents
• Saves Time
• Provides Peace of Mind
• Insures Healthy Well-Being
The Number Issues
• Why A Higher Price?
• Savings in Organic
• Balancing the Costs
• How Costs Can be Reduced
Why A Higher Price?
• ‘Organic’ Requirements
• No Pesticides = More Labor
• Government Favoritism
• Impossible Competition
Savings in Organic
• Seasonal Advantages
• Locally Grown Foods
• Oversupply Benefits
Balancing the Costs
• Receiving Grants
• Obtaining Government Aid
• Increasing Sales
School Pays Less With Organic PieOrganic Pie
Grants5%
Fed Gov't8%
Student53%
Adult6%
School28%
Current Pie
Adult4%
School35%
Fed. Gov't8%
Student53%
Source: Issaquah School District Source: Issaquah School District
Introducing Our Competitors
• Organic Valley
• Original Organic Company
• The Organic Company
Greater Selection and Higher Quality
• Over 250 Varieties
• Apples to Zucchinis
• Out of Season Products
• Rigorous Standards
• “Bad Apple” Program
The Local Economy and Low Prices
• 518 farms & 34,000 acres
• Exclusive Contracts
• West Coast Operation
• Savings for You
Dominating the Local Market
73%
14%
8%5%
Natural Selection Foods
Organic Valley
Original Organic Co.
The Organic Company
Source: http://www.nsfoods.com/about/washington/local.html
We’ve Done it Before
• 3 Years of Success in Berkeley
• Recent Program in Olympia
• We Can Do it Again
The Clear Choice for Organic • No One Beats Our Selection
• No One Beats Our Quality
• No One Beats Our Local Involvement
• No One Beats Our Prices
• No One Beats Our Experience
Organic Sales Push Ahead
$3,000,000
$4,500,000
$5,400,000
$6,500,000
$7,800,000
$0
$1,000,000
$2,000,000
$3,000,000
$4,000,000
$5,000,000
$6,000,000
$7,000,000
$8,000,000
$9,000,000
1996 1997 1998 1999 2000
What Does Organic Do For You?
• Increases Health
• Increases Revenue
• Increases Peace of Mind
• Increases Diversity