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USA: promotion plan for marketing organic products?

by Redaktion (comments: 0)

General questions about a new marketing promotion programme for US companies were discussed during workshop at United Fresh 2015 (http://www.unitedfreshshow.org/). The show took place from 8-10th of June in Chicago. The workshop dealt with a possible federal check-off program for organic products in the June 10 session. Laura Batcha, CEO and executive director of the Organic Trade Association answered questions about the group’s proposal to the U.S. Department of Agriculture for a federal program that uses assessments of certified organic growers and handlers to fund promotion and research efforts.

The USDA is expected to publish a proposal modelled on the OTA plan and perhaps other plans by late fall. That will be followed by a lengthy comment period, perhaps followed by a referendum in 2016, she said according to an article in The Packer. (http://www.thepacker.com/news/organic-leader-discusses-promotion-plan)

The OTA proposal, expected to raise about $35 million (31m Euros) annually, includes an allotment of assessment funds to 25% to promotion and education, 25% to research, 25% to technical services and 25% discretionary. This action reflects three years of dialogue with organic farmers, processors, handlers and businesses in town hall meetings, panel discussions, and phone calls. As proposed, the organic check-off would be a full supply chain check-off program, promoting the organic brand and organic production practices. 

More information: https://ota.com/what-ota-does/organic-check

 


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