Expo west fearless pdf deck
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Transcript of Expo west fearless pdf deck
©2010 FEARLESS. CONFIDENTIAL AND PROPRIETARY. 1
Organic is the Elvis of food. Young, fun and rebellious.
ORGANIC FOOD:
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©2010 FEARLESS. CONFIDENTIAL AND PROPRIETARY. 2
Organic has a certification process. It might be confusing, but that process gives the term “organic” the potential to be a real brand. “Natural” is and will remain undefined. The FDA seems content to leave it to the courts to define “All Natural” someday.
“NATURAL” IS THE ENEMY OF “ORGANIC”
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©2010 FEARLESS. CONFIDENTIAL AND PROPRIETARY. 3
Consumers don’t know the difference between organic and natural.
ORGANIC CONFUSION
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©2010 FEARLESS. CONFIDENTIAL AND PROPRIETARY. 4
CONFUSION QUANTIFIED:
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MARKETING’S SECRET SAUCE REVEALED...
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$Saturday, March 12, 2011
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MINI $25 million
TRUTH $100 million
BK $300 million
VW $400 million
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©2010 FEARLESS. CONFIDENTIAL AND PROPRIETARY. 8
THE ORGANIC INDUSTRY DOESN’T NEED HELP MARKETING.
YOU NEED HELP SPENDING
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©2010 FEARLESS. CONFIDENTIAL AND PROPRIETARY. 9
BEEF CAMPAIGN $42 MILLION ANNUALLY
As $30 billion industry
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©2010 FEARLESS. CONFIDENTIAL AND PROPRIETARY. 10
GOT MILK? $27 MILLION ANNUALLY
As a $10 billion industry
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©2010 FEARLESS. CONFIDENTIAL AND PROPRIETARY. 11
FLORIDA ORANGE JUICE $16 MILLION ANNUALLY
As a $1.3 billion industry
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FREAKING PISTACHIOS! $15 MILLION ANNUALLY
Creating a 200% sales increase
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ORGANIC FOOD $0 MILLION
As a $27 billion industry
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©2010 FEARLESS. CONFIDENTIAL AND PROPRIETARY. 14
Serious downturns:According to the California Milk Advisory Board, from 1980 to 1993 annual milk consumption in California dropped from 30 to 24.1 gallons of milk per person.
And each of the preceeding campaigns was spawned by similar hardship.
WHAT MOTIVATED ALL OF THESE CAMPAIGNS?
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©2010 FEARLESS. CONFIDENTIAL AND PROPRIETARY. 15
“Unless you’re a farmer, unless you’re growing it all yourself, no human being can have organic food. Don’t get sucked into this (organic) thing that ... you’re buying at the grocery store.”
-Glenn Beck
THE ORGANIC INDUSTRY IS LEAVING ITS DESTINY TO CHANCE. EXAMPLE 1A.
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©2010 FEARLESS. CONFIDENTIAL AND PROPRIETARY. 16
DOES THE ORGANIC INDUSTRY HAVE TO WAIT UNTIL IT’S TOO LATE?
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©2010 FEARLESS. CONFIDENTIAL AND PROPRIETARY.
FEARLESS LOVE MORE
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