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‘Only Organic’ launches video campaign

A trade group of organic food manufacturers has launched a new advertising campaign aimed at helping consumers understand the difference between foods with "organic" and “natural” labels.

Jon Springer, Executive Editor

February 25, 2014

2 Min Read
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A trade group of organic food manufacturers has launched a new advertising campaign aimed at helping consumers understand the difference between foods with "organic" and “natural” labels.

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The campaign debuted with a humorous “mockumentary” video showing how easy it is for companies to label their food products as “natural” — noting there in no official definition and little enforcement of misleading claims. Products labeled as "organic," by contrast are subject to stringent environmental and animal welfare standards enforced by U.S. Department of Agriculture, according to Organic Voices, Washington-based trade group of organic food manufacturers advocating for mandatory GMO labeling.

“Foods made with the use of toxic persistent pesticides and even genetically engineered ingredients are being labeled as natural,” Gary Hirshberg, chairman of Stonyfield Farm and a member of the trade group, said in a statement. “Only organic guarantees that food is produced without the use of toxic persistent pesticides, hormones, antibiotics or genetically engineered ingredients. Only organic gives you complete piece of mind.”

The videos were developed by the recently launched agency Humanaut with help from advertising icon Alex Bogusky.

While the Food and Drug Administration and USDA discourage companies from including “natural” claims on processed foods containing synthetic or artificial ingredients, there is no official definition of “natural” and little enforcement of misleading claims.

“The public needs new tools to understand the benefits of organic and to be able to distinguish between organic foods and all other unverified claims,” Laura Batcha, executive director of the associated Organic Trade Association, said in a release.

About the Author

Jon Springer

Executive Editor

Jon Springer is executive editor of Winsight Grocery Business with responsibility for leading its digital news team. Jon has more than 20 years of experience covering consumer business and retail in New York, including more than 14 years at the Retail/Financial desk at Supermarket News. His previous experience includes covering consumer markets for KPMG’s Insiders; the U.S. beverage industry for Beverage Spectrum; and he was a Senior Editor covering commercial real estate and retail for the International Council of Shopping Centers. Jon began his career as a sports reporter and features editor for the Cecil Whig, a daily newspaper in Elkton, Md. Jon is also the author of two books on baseball. He has a Bachelor of Arts degree in English-Journalism from the University of Delaware. He lives in Brooklyn, N.Y. with his family.

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