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    Organic Producers Launch 'Farmers Can Be Heroes' Campaign

    Retailers can tie in to the program with in-store promo kits.

    Nature's Path Organic Foods, the leading manufacturer of organic cereal in North America, and Organic Valley, the United States' largest cooperative of organic farmers, have teamed up to support the "Farmers Can Be Heroes" program, which was created by the Rodale Institute.

    The outreach and education program is designed to brand organic farmers as "heroes," while influencing non-organic farmers to make the transition to organic farming methods.

    On the retail side of the campaign, customers can mail in one proof-of-purchase from each company and receive a free one-year subscription to Organic Gardening magazine. The companies will also contribute $1 up to $50,000 for every mailed-in proof-of-purchase to benefit the Farmers Can Be Heroes program.

    For retailers, the program will provide a poster, shelf talkers and channel strips. Copies of Rootstock, a free consumer publication promoting the program, will also be available.

    "Finding ways to produce food that is healthier and safer for families while providing the single largest means to take CO2 out of the atmosphere and store it in the soil is critical to our commitment to the world," said Tim LaSalle, CEO of the Kutztown, Pa.-based Rodale Institute. "Organic production of food begins the return of health to the planet while making for healthier people."

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