Organic suppliers get creative
Organic suppliers have been creative in engaging their customers this year.
Cherie France, marketing manager for Homegrown Organic Farms, Porterville, Calif., said this year, the company has focused on social responsibility and how it cares for employees.
“We’ve been focused on social responsibility for quite a few years and have documented several stories of caring for our team members through our Committed to Caring Program,” she said. “Today, there are actually methods of measurement and third-party audits that can speak into and give life to the things we’ve been doing all along. We have chosen to be responsible for those within the company and work hard to train them up and care for them properly and essentially make the workplace an enjoyable space.”
Wish Farms, Plant City, Fla., actively engages with consumers and solicits feedback through its How’s My Picking? traceability and survey program.
“Our product packaging has a call to action asking consumers to visit www.howsmypicking.com to share their feedback by taking a short survey,” said Amber Maloney, director of marketing. “Consumer comments are linked to specific harvest information tracing all the way back to the picker in the field. Upon completion of the survey, consumers are directed to a grower profile page where they can learn about the farm where their berries were grown.”
Wish Farms also is very active across social media platforms.
“This is a key tool for our marketing efforts, allowing us to connect directly with our consumers and all Wish Farms berry lovers,” Maloney said.
“Our Life is Sweet campaign will continue into its second year this Florida strawberry season, offering various sweepstakes and berry prizes for participants that enter.”
Bil Goldfield, director of corporate communications for Dole Food Co., Westlake Village, Calif., said Dole earlier this year offered a monthlong promotion to boost its support of organic pineapple farmers worldwide, and enlisted its wholesale and retail customers to show their support as well.
“Dole supported the Organic Farming Research Foundation, a Santa Cruz, Calif.-based organization that works to foster the improvement and widespread adoption of organic farming systems with a donation derived from sales proceeds of Dole organic pineapples purchased by a wholesaler or retailer partners,” Goldfield said.
“Now in its third consecutive year, this monthlong promotion is an effort by Dole to support local and small organic farming with more knowledge and tools to help improve operations and product.”
