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Drawing on the inspiration many derive from famous quotes, Organics Unlimited has rolled out a marketing campaign that offers words of wisdom to the industry and consumers alike. The first ads and merchandising materials of the series cited no less a personage than Aristotle: “Quality is not an act. It’s a habit.”
“The quality message reinforces our commitment to excellence,” explained Mayra Velazquez de Leon, president of Organics Unlimited, a San Diego-based distributor of organic produce from Mexico and South America that provides GROW (Giving Resouces and Opportunities to Workers)-certified bananas. “We work continually on improving the quality of everything we do, from farming techniques to customer service and delivery. When we talk to management at the distributor and retailer level, they are also focused on changing habits and making improvements in the new year.”
Throughout the first quarter of 2012, Organics Unlimited is hosting a weekly contest promoting “quality,” with industry participation encouraged. During February, Organics Unlimited is asking for quotes about “quality” via such social media outlets as Facebook, Twitter and LinkedIn. Each week, a quote will be selected to run on the“Organic Odes” blog the following week. Each person who submits a quote that is used receives a prize.
The campaign offers point-of-purchase materials as well as merchandising ideas that spur shoppers to use a higher number of organic bananas. Store merchandisers and produce managers can find ideas by following Organic Odes, and Organics Unlimited has added a recipe section to its Facebook presence to provide additional ideas for stores and consumers.