Organic & Beyond (Part 1)
Plated, Big Tree Farms, Whole Foods Market, Mary’s Gone Crackers, and Kashi are best-in-class brands that are marketing and executing the “organic” tag. These companies use social media and their websites to connect with and build their audience. They tell compelling stories and create a platform for their user’s stories. These are some innovative efforts that have contributed to the success of these companies.
To identify the brands or companies that considered best-in-class at marketing/executing the “organic” tag, we carried out the following strategy. We searched through media sites such as Newscred, Forbes, and Marketing Week for analyses and articles. These sources helped us identify companies that have an organic food tag and why. An article on Newscred reveals several food companies meeting our criteria: Whole Foods Market and Plated.
We also identified another article on Bright Planning that outlines the best marketing strategies by organic food companies, namely Kashi, Mary’s Gone Crackers, and Big Tree Farms.
We identified these companies as some of the best at implementing innovative marketing strategies such as storytelling, user-generated content and becoming a go-to for organic recipes. We have outlined the details of each company’s efforts below.
BIG TREE FARMS
The company’s official website defines Big Tree Farms as a “sustainable organic foods company” with its headquarters in Bali, Indonesia. This company made news on CNN, showcasing the construction of this facility. One of Big Tree Farms’ marketing strategies is the use of storytelling via its social media platforms. The content addresses the founders’ organic philosophy. The founders; Ben Ripple and Frederick Schilling talk about cacao harvesting and alternative sweeteners. Its Instagram account comprises captivating images that this article refers to as “nothing short of food porn.” The company accompanies each post with fun and informative captions of the ingredients and the preparation process. Besides images, they also use video marketing to educate the world on healthy and organic foods. Its method of delivery is the use of facts and stories. On a YouTube video, Ben Ripple addresses the aspect of raw cacao fraud and also how he co-founded the organic food company, Big Tree Farms. This video generated 37,000 views. In a video-marketing endeavor, Big Tree Farms collaborated with YouTubers who had a high number of subscribers to post their personal experiences in farming. This opened up the company to the YouTuber's subscribers.
MARY’S GONE CRACKERS
The official website’s tagline is “Authentic. Organic. Gluten Free. Always.” Mary’s Gone Crackers uses storytelling marketing by focusing the conversation on the compelling life experience of the founder. Because of her autoimmune disorder diagnosis, she could only eat organic foods. When she discovered that she was gluten intolerant, she began baking gluten-free crackers, which became a hit in her community. The word “Mary” in the company name refers to the founder, Mary Waldner.
The company's primary social media platform for interacting with its target audience is Facebook. Besides sharing organic food posts, the company also addresses current news stories such as the royal wedding and send well wishes to its followers on holidays such as Happy Earth Day. The marketing strategy implemented on Facebook is interactive discussing ideas such as the importance of gluten-free food.
The official company website outlines the founder’s impressive story, which has garnered interest from other media publications. This has catapulted Mary to becoming a millionaire and inspired people toward the healthy option of tasty organic foods.
WHOLE FOODS MARKET
Whole Foods Market focuses on being the leading organic grocer. This company responds to the needs of organic food consumers by providing them with unique recipes for organic stuff. Using its various social media platforms and online channels, it shares several organic foods recipes. These recipes are its main marketing strategy by becoming the go-to for organic food ideas. This Amazon-owned organic grocery company’s website features recipes on its homepage. The website contains other pages dedicated to various mealtimes, such as Healthy Dinner Recipes. The company also sends out periodic newsletters with recipes.
The company's Twitter and Instagram accounts mainly post recipes. The Whole Foods Facebook chatbot allows people to search for various products with recipes using their own keywords and emojis. According to the Global Executive of Digital Strategy and Marketing at Whole Foods Market, Whole Foods ensures that it inspires people daily to consume organic foods.
The website’s homepage shows that the company focuses on selling organic foods. This platform shows the ease with which one can make a delicious organic meal, inspires others to join the community, and persuades them to try the service.
Plated is a NewsCred top-50 winner. Its innovative ideas comprise user-generated content (UGC). This company sends aspiring home-cooks ingredients with recipes to create meals while engaging and celebrating their journey.
This company capitalizes on people’s desire to share their culinary journey. The consumer documents their journey and shares it through social media.
People also share posts of their masterpieces, eating out experiences, home-cooked meals, tips, and comments. The company asks fans to send in their posts with the hashtag #platedpics on both Twitter and Instagram. This has created a community with a strong sense of belonging. Plated’s marketing strategy is sharing the posts and featuring them on its website's blog. This contributes to the increase in the community's size and enhances the sense of love and affection.
Bloomberg identifies Kashi as an organic company. Kashi creates a platform for people to share their food stories. These stories are an intriguing marketing strategy that aligns with inspiration and eating healthy while challenges the norms in society. Kashi also uses video marketing such as the series which is popularly known as “Certified Transitional.” This series highlights the farmers who are receiving Kashi’s investments as they become USDA certified.
By using compelling storytelling techniques, the company’s blog posts inform people about the food they eat, ingredients, production, and people involved in the entire process. The company shares these stories on its website. These stories move people on a personal level, and the company’s sustainability initiatives are inspirational.