In Search of the Next Organic Idol: Organic Industry Launches National Hunt for Spokesperson
No Celebs Allowed: The Organic Institute Seeks Everyday Consumer for First-Ever Spokesperson
GREENFIELD, Mass., April 1 /PRNewswire-USNewswire/ — Are you a dad choosing organic food to nourish your family and yourself? A mom just wanting to do your part to help the environment? A foodie baking organic treats for friends? A family farmer raising organic food to help foster a more sustainable planet? The organic industry may want you as its “organic idol.”
The Organic Institute is conducting a truly organic search for the industry’s first-ever spokesperson – calling on everyday individuals nationwide to submit videos explaining why they feel organic products are worth it.
The Organic Agriculture and Products Education Institute (Organic Institute) – the non-profit and educational arm of the 1,700 member Organic Trade Association (OTA) – will then designate the star of the top video as its official pitch person for its Fall 2009 consumer marketing campaign. The winner also will receive a trip for two to Chicago to serve as official industry spokesperson at the All Things Organic trade show June 17 and 18.
Participation is easy. Now through May 8, individuals can join the Organic Institute’s YouTube group at www.youtube.com/group/organicidol and submit a 30-second video explaining “the moment you realized organic was worth it.” Heartfelt, creative and quirky videos are welcomed, and encouraged.
The OTA will consider the top 12 videos with the most views by 11:59 p.m. EDT on May 8 as the initiative’s program finalists. Then, representatives from OTA’s member organizations will select the winning spokesperson, who they will unveil at All Things Organic in Chicago.
The winner’s story will be shared on the Organic Institute’s consumer awareness Web site, www.organicitsworthit.com. And, he or she will be featured in the Institute’s next consumer advertising campaign, currently set for Fall 2009.
For full details, visit http://www.organicitsworthit.com/getinvolved.html.
The Organic Institute is launching the initiative on the heels of its first-ever national consumer advertising campaign, which launched last month. “Organic. It’s worth it.” is an online marketing effort highlighting the benefits of organic food, farming and home products.
“Despite a down economy, organic sales grew at a near double digit pace last year, and behind the numbers are more and more individuals each year who are realizing organic food is worth it for their health, their families and the environment,” said Christine Bushway, president of the Organic Institute and executive director of the OTA. “We know there are myriad individuals with distinct and amazing stories on why they choose organic products. Through these efforts, we want to share their story with the world and encourage others to choose the same.”
Photo by jonny.hunter
