Bringing in the Harvest—Organic Marketing

Thursday, August 27, 2009 by Lisa Proctor
According to Forbes, in 2008 consumers spent $23 billion on organic food.

That's a 16% growth rate. Even with the double digit growth this category has seen over the last decade, organic represents just a tiny percent of total food purchased in the U.S. That's good news. Because there's still lots more room to grow.

As the head of an advertising and marketing agency that specializes in organic marketing, organic promotion, green communications and LOHAS advertising strategies, I am passionate about supporting the efforts of organic companies. These are businesses that are working to improve the health of people as well as the planet. 

Before starting my agency, I worked as VP communications for the Organic Center, a non-profit dedicated to educating millions about the health and environmental benefits of organic. I've had the privilege of walking organic fields with farmers, eating meals prepared by the nation's premier organic chefs and creating messaging that educates and inspires action—including the groundbreaking coffee table book, Core Truths.

The seeds of change have been planted. It's up to us as marketers to help bring in the harvest. 


Lisa Proctor is the president and creative director for firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.




0 Comments »

Advertising Trick or Premium Product?

Tuesday, August 18, 2009 by Lisa Proctor
As consumers, we're really pretty simple. We want a product that tastes good. And as a bonus, one that's good for us.

But when it comes to bottled water, a product that's marketed as having premium taste with additional health benefits, the truth may be downright slimy. Some call bottled water the biggest advertising trick of all time. Others question why we're shipping water around the world in an era of climate change. But the simple truth is that the water itself may not be as much of a concern as the plastic bottle itself. Why? Plastic is not only made from petroleum and causes massive waste issues—it can leak a plethora of toxins including arsenic and the hormone disrupter Bisphenol A.

As a leader in environmental advertising, LOHAS marketing, eco business and organic branding, I've spent much of my career working in the organic industry with organic companies.  Recently I worked in partnership on best-selling artist Jack Johnson's All At Once world tour and online community. A key piece of the messaging we created focused on the waste issues of single use bottles. (Check out www.allatonce.org.) I'd also recommend a great new documentary on bottled water called, Tapped. Find out more at http://current.com/items/90641196_bottled-water-sucks.htm.

In the meantime, do the right thing for yourself and the planet. Buy a stainless steel reusable water bottle and start refilling. You'll save money and a whole lot more.

Lisa Proctor is the president and creative director for firefly180 marketing—
a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.

0 Comments »

Green Energy for Greener Profits

Thursday, June 11, 2009 by Lisa Proctor
Working in an office that's heated and cooled by geothermal energy, with outdoor solar lighting and indoor compact fluorescents, I can't help but be inspired about how easy it's become to live a green and energy-efficient lifestyle.

As a green energy marketing pioneer, I broke new ground a decade ago by helping to launch the first green energy company committed to growing the market for renewables with the goal of shutting down nuclear and coal-fired plants. Our green communications strategy was simple. Empower consumers to make a choice that will benefit them as much as the planet. At the core of our audience base was a market psychographic called the LOHAS (Lifestyles of Health and Sustainability) consumer. 

In the years since, as I've transitioned and evolved into natural advertising, green communications and marketing for organic companies, understanding the LOHAS consumer has been central to my success as a marketer—and even more important to the success of businesses and organizations I've worked with. That won't change. And the businesses who listen—and speak the language of LOHAS— will green the planet as much as their bottom line. 
0 Comments »