Messaging Organic: A Strategic Plan for Genesis Organic Juice
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Date
2017
Authors
Blandford, Ainsley Kendra
Journal Title
Journal ISSN
Volume Title
Publisher
University of Oregon
Abstract
Organic food sales in the United States have grown exponentially for the last 20 years, surpassing the growth rate for the overall food and beverage market. Despite this growth, a lot of uncertainty remains among consumers about what goes into organic. Although the national standards and certification requirements have long been set, many consumers are still wary and unsure of the U.S. Department of Agriculture’s “Certified Organic” label. The majority of consumers buy organic because of perceived health benefits and cleaner ingredient lists. However, the organic label does guarantee a healthy product. Additionally, conventional food and beverage giants are creeping into the clean ingredient conversation. Organic food and beverage brands now have to find another message to differentiate themselves from the noise. Organic companies have the opportunity to add value to their brands by messaging the benefits of organic beyond what is not included and returning to the heart of the organic movement, environmental preservation. This opportunity is addressed in a strategic communications plan for a Eugene-based organic company, Genesis Organic Juice. The strategic plan aims to educate Genesis consumers about the environmental benefits of organic and position Genesis as a leader in its Pacific Northwest market.
Description
62 pages. A thesis presented to the Department of School of Journalism and Communications and the Clark Honors College of the University of Oregon in partial fulfillment of the requirements for degree of Bachelor of Arts, Spring 2017
Keywords
Organic, Strategic plan, Public relations, Marketing, Communication, Genesis