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    Go Organic! for Earth Day Marks Fifth Year

    The promotion aims to educate consumers, build traffic and moves product.

    Food retailers across the United States are joining with leading organic food manufacturers for the fifth anniversary of the Go Organic! for Earth Day promotion throughout the month of April. Earth Day occurs on April 22.

    Created to boost consumer awareness of the benefits of organic food and drive organic product sales, the national program is a collaboration between the Organic Trade Association (OTA), Earth Day Network, which seeks to grow and diversify the environmental movement worldwide; and experiential marketing agency MusicMatters.

    "The success of Go Organic! for Earth Day has grown steadily every year because the program delivers the results that organic grocers and food manufacturers need, especially in a down economy," said Christine Bushway, executive director of Greenfield, Mass.-based OTA.

    Elements of Go Organic! include point-of-sale signage, in-store merchandising, a national public relations campaign and Web and e-mail marketing.

    "Value-minded consumers will especially appreciate the Go Organic! for Earth Day coupon book, a full 12-dollar value," noted Michael Martin, president of Minneapolis-based MusicMatters, adding that the coupon books would be in-store with dynamic floor stand displays.

    Retailers will additionally benefit from the consumer online store finder available on the campaign's national Web site, www.OrganicEarthDay.org.

    According to Sean Miller, director of education at Earth Day Network: "The Go Organic! for Earth Day campaign has made major inroads into helping Americans understand that organic is worth it. It encourages people to try organic products. It raises awareness about how organic products are the best choice for our health and the health of the planet."

    Among the participating brands in Go Organic! this year are Stonyfield Farm (yogurt); Nature's Path (cereal, snack bars); Kashi (cold cereal, snack bars); 7th Generation (household cleaners, dish soap); Organic Valley (milk, cheese, yogurt); Stemilt (fruit); and Earthbound Farm (packaged salads).

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