How to Market Organics to the End Consumer

Organic growing is becoming more and more popular, and demand is increasing for organic herbs and vegetables. End consumers have a heightened awareness of where their food comes from and the adverse effects of chemicals in the food supply. Not only are younger families searching out organic products, but they are willing to pay more for them. According to the USDA, “consumer demand for organically produced goods has shown double-digit growth during most years since the 1990s.” So what is the best way to market organics?

How to Market Organics

Marketing your product correctly can make a big difference in your success. The first step in marketing correctly is to make sure you are marketing to the right people. You need to identify your target market for the organic products you offer. Typically we see younger families and Millennials seeking out organic products. Health-conscious individuals fit the bill as well.

Secondly, we recommend focusing on marketing the benefits of organic products for people and the environment. It’s no secret that chemical-free products are healthier for individuals, but sometimes customers need the reminder. When you pair this information with how much better pesticide-free grows are for the earth, you’re on your way to making a sale.

If you’re organic certified, marketing is a lot easier.

USDA Organic Certified

The USDA Organic seal is a fantastic marketing tool. Customers can easily identify the organic products they’re looking for. But in order to use that seal legally, you must be certified organic by a USDA-accredited certifier. These companies have specific regulations regarding seed and plant sourcing, inputs that can be used, how machinery is cleaned, and how end products will be packaged and shipped. All of these wrapped together are called your farm plan. Although you build the plan and have it approved, inspectors come to your farm each year to ensure you are following the guidelines outlined in your plan.

If you’re not organic certified, you can still market organic products, but you have to be careful how you do so.

Certification Exemption in Marketing Organics

The USDA has an exemption for growers who market less than $5,000 of organic products annually. According to their website, you must still comply with the organic production and handling requirements (and keep those records for at least three years).

Also, these products cannot be sold as organic ingredients in processed products, and they cannot display USDA Certified Organic seal.

But as long as you abide by those restrictions, you can start growing organically today and label your product accordingly.

As the market for organic products grows, the responsibility to provide organic solutions lies with farmers. This will lead to a significant shift in growing practices over time. While transitioning from conventional to organic production is difficult, starting on a smaller scale and building your way up can be a clear path to success. The future of organic agriculture is bright.