The Organic Center, a nonprofit organization devoted to producing and communicating science-based information about organic farming and consumption, launched a 4-year campaign in June of 2006 directed at mainstream America to stimulate a greater awareness of the benefits of organic foods.1
Organic food consumption currently accounts for 3% of food sales in the United States and is projected to increase to 5% by 2010.2 The Organic Center plans to double this projection and increase organic food consumption to 10% by 2010 by releasing scientific data about organic farming and foods through media outlets in consumer-friendly formats. The campaign, titled Mission Organic 2010, aims to reach mainstream America by monitoring and following the trends of society.
“Trade, LOHAS (Lifestyles of Health and Sustainability), Boomers, Gen[eration] X and Gen[eration] Y are all being targeted with different messages about the benefits of organic that appeal to them,” said R. Mark Davis, Organic Center CEO (M. Jarrell e-mail, November 10, 2006). “For example, one of our tools for getting the word out to Gen[eration] Y is a Mission Organic 2010 Myspace page: www.myspace.com/ missionorganic2010.” Those who access the online networking profile page will see various media celebrities in the campaign’s friends section.
Mission Organic 2010 will also be promoted at conferences, and the program used will be licensed to manufacturers and retailers in the food industry for the purposes of educating consumers about the benefits of opting for organic foods (M. Jarrell e-mail, November 9, 2006).
The Organic Center is asking all campaign supporters to log onto the campaign Web site (www.MO2010.org) and officially join the mission by filling out a short form, which will grant them access to a free download of the Organic Starter Kit. The 9-page kit includes basics on the campaign, present and future benefits of organic farming and consumption, and tips for grocery shopping and reading organic product labels, as well as recipes for organic meals.
According to the Organic Center, eating organic will benefit human health by lowering developmental problems in children, lowering premature births which can cause developmental problems in infants, eliminating exposure to insecticides, and reducing interference with human sex hormones.3
The Organic Center recently selected 2 new leaders to head this campaign. At the center’s annual meeting, held in August 2006, Anthony Zolezzi was named board chairman and Alan Greene, MD, was named board chairman-elect for the organization’s 20062007 term. Zolezzi is president of Zolezzi Consulting Inc. and Natural Pet Nutrition LLC.4 As an organic advocate, he has worked with a wide range of companies including Nestle, Horizon Organic Dairy, and Paramount Pictures in developing over 25 entrepreneurial products that increase nutrition or support sustainable agricultural practices. Zolezzi is also known in the industry for keeping his eye on social trends to carry over into the food industry, as he did in creating Bubba Gump Shrimp Co. Restaurants, modeled after the award-winning 1994 film Forest Gump. Dr. Greene is a professor in the Pediatrics Program of the Stanford University School of Medicine.5 He has achieved much recognition for his award-winning interactive Web site Dr.Greene.com, and he is the Chief Medical Officer of A.D.A.M., Inc., an online source for health information.
“The more organic land we have, the better it is for all people and the planet,” Zolezzi said. “Through this campaign we want to show that organic can benefit everyone. It’s time to expand organic to the masses and Mission Organic 2010 will help us get there.”1
Mission Organic 2010 suggests at least 1 of every 10 grocery items purchased and 1 of every 10 meals made be organic. Everyone who joins the campaign effort is also encouraged to ask 10 friends to join as well. The Organic Center was founded in 2002 and is funded by individuals, foundations, businesses, and government programs. Additional information on the Organic Centerand its campaigns and reports can be found at www.organiccenter.org. More information about the Mission Organic 2010 campaign can be accessed at www.MO2010.org.
- The Organic Center plans to move organic rapidly forward [press release]. Foster, RI: Pitch Inc. September 15, 2006.
- Mission Organic 2010 Starter Kit. Mission Organic 2010 Web site. Home page down load. Available at: www.mo2010. org. Accessed November 10, 2006.
- Join Mission Organic 2010 and get your free starter kit. Mission Organic 2010 Web site. Home page. Available at: www.mo2010. org. Accessed November 13, 2006.
- Anthony Zolezzi. The Organic Center Web site. Board Members page. Available at: http://www.organic-center.org/about. board.php?action=detail&bios_id=15. Accessed November 6, 2006.
- Alan Greene, M.D. The Organic Center Web site. Board Members page. Available at: http://www.organic-center.org/about. board.php?action=detail&bios_id=9. Accessed November 6, 2006.