Whenever I talk with OTA members, I am reminded how crucial it is for us to continue to educate the public about the value of organic and the distinction between organic and other eco-labels and non-certified labels such as natural. That’s why I’m so pleased to tell you that OTA has just launched two important new websites: www.OrganicItsWorthit.org and www.OrganicBiologique.ca.
The www.OrganicItsWorthIt.org site will help consumers make the connection between the people and places involved in organic production, and better understand the attributes that make organic worth it. The web site builds on the success of OTA’s groundbreaking consumer education campaign that reached over 25 million consumers in 2009. The www.OrganicBiologique.ca web site will become the place where Canadian consumers learn about the new “Canada Organic” logo on their products, as well as the “What”, “Why”, “Where” and “How” of organic.
Will you help OTA in Canada spread the word that organic is worth it? The June launch of Canada’s new organic regulations makes consumer education and engagement more important than ever: this is our time to tell consumers our story. Your company’s pledge to the OTA 2010 Annual Fund will support these consumer education and marketing programs and help ensure that our messages about the value of organic agriculture and products reach as many Canadian consumers as possible in the coming year.
Over the coming months, www.OrganicBiologique.ca will grow to include interactive content and new ways of reaching the Canadian consumer audience. To add momentum to this consumer education campaign, OTA in Canada partnered to bring you a special report on organic in the Globe and Mail newspaper this November. This supplement reached millions of Canadian consumers with our message about the benefits of choosing organic. It is only with member support and collective strength that we can continue to grow consumer awareness in this way.
When you support OTA in Canada through the OTA Annual Fund, you are helping to build a broader organic consumer base. As a Canadian member, when you make a pledge to the OTA Annual Fund, you can trust that OTA in Canada will use your money wisely and in programs with a proven track record that help the climate for your organic business in Canada. Our goal is to raise $50,000 by March.
I invite you to join with us in this tremendous opportunity we have to communicate to the public about the value of organic products. OTA welcomes your feedback about the new www.OrganicItsWorthIt.org and www.OrganicBiologique.ca sites and your participation in OTA’s re-launched Marketing Forum for members. Let’s work together to spread positive messages about organic.
Yours for organic,
Matthew Holmes
Managing Director
OTA in Canada
PS. Remember: Your Canadian company’s support in the OTA Annual Fund directly funds our activities in Canada!
