Designed to promote the science-backed benefits of USDA-certified organic projects, a three-year project from the Organic Trade Association and The Organic Center won a $2.2 million Organic Market Development Grant from the USDA to expand organic markets through education and promotion.
OTA, The Organic Center and Organic Voices will match the USDA funding to bring the total funds to $4.4 million, according to a release.
“Consumers lack information about all that the USDA Organic label stands for and all the benefits it delivers for human health, the environment, and businesses,” OTA co-CEO Tom Chapman said in the release. “Our project aims to increase the consumption of organic by giving consumers access to more credible information about what organic production and processing means, and the advantages it provides.”
The association says the project will create content on the regulatory and science-based environmental, animal and human benefits of organic products. Additionally, the project aims to focus on targeted information to motivate consumers to purchase organic products beyond mainstream organic markets.
“We want to educate people about the difference organic makes, and inspire them to choose organic,” Amber Sciligo, director of science programs for The Organic Center, said in the release. “This project will highlight organics’ ability to protect natural resources, sequester carbon and regenerate soil health, while also providing nutritional benefits and protecting us from synthetic pesticides, preservatives, antibiotics and more. The more educated consumers are about organic, the more likely they will seek out that Organic label.”
The association said the project will end with a comprehensive report on effective consumer marketing strategies, content and messaging, which will be available for the entire organic industry through printed copies and social media.
“The longevity of this project will extend far beyond its three-year timeframe,” OTA co-CEO Matthew Dillon said in the release. “The creation of valuable educational content and marketing resources will continue to benefit organic producers and brands, while the consumer promotion and education campaign will yield a lasting impact by expanding the community of informed organic consumers to create a growing and stable market for organic.”
