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    OTA Builds on Marketing/Education Campaign With New Web Site

    As the latest element of its first consumer marketing and education initiative, the Organic Trade Association (OTA) has rolled out a new consumer web site, “Organic. It’s Worth It,” at www.organicitsworthit.org.

    As the latest element of its first consumer marketing and education initiative, the Organic Trade Association (OTA) has rolled out a new consumer web site, “Organic. It’s Worth It,” at www.organicitsworthit.org. The site, launched in beta format, presents a broad assortment of informational resources, among them basic facts about organic products, tips on using such items around the house, and organic recipes. The site additionally offers organic news and trends, a poll in which visitors can participate, and a “Featured Expert” section where consumers can learn directly from authorities on organics.

    “[The site] allows consumers to have a dynamic, interactive experience, where they can get the facts, learn directly from organic experts, and share their own thoughts about organic,” noted OTA executive director Christine Bushway. “Through this site, we make it possible for consumers to make connections between the people and places involved in organic production and learn, firsthand, the attributes that make organic worth it.”

    OTA teamed up with Minneapolis-based brand public relations firm Haberman to create the new site, which succeeds the group’s first consumer Web site, The O’Mama Report, although many of the materials originally featured on that first site will be available on the new site for consumers’ continued reference.

    The Greenfield, Mass.-based organization, whose mission is to promote and protect the growth of organic trade to benefit the environment, farmers, the public and the economy, introduced the “Organic. It’s Worth It” campaign in 2008.

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