Sustainable Food Trade Association Webinar Series
Hit the Market’s Mark: Leveraging Sustainability Efforts to Build Brands
August 20, 2018 at 9am PT / 12pm ET
A company’s ability to weave their sustainability efforts into their brand is key to growing consumer loyalty and company sales. However, to be successful, the marketing effort goes well beyond an occasional social media post or a data-driven annual report. Sustainability and marketing professionals alike will learn more about integrating sustainability and marketing with your brand from three heavy-hitters in SFTA’s August Webinar, “Hit the Market’s Mark: Leveraging Sustainability Efforts to Build Brands.”
Hit the Market’s Mark opens up with cutting edge consumer insights from a foremost authority on natural product industry trends: New Hope Network (Natural Products Expos, Esca Bona, etc.). New Hope will review types of sustainability branding that are resonating with consumers, and how these trends empower green champions to celebrate and grow value-aligned efforts.
Next, branding firm Grady-Britton, who has collaborated with brands such as Organic Valley and Bob’s Red Mill will discuss tactics that can be used across traditional – and not so traditional— marketing channels to integrate your sustainability story across your entire brand.
Finally, if phrases like Lasering, the True Cost of Food, and Dr. GoodFood sound intriguing, you’ll love learning about the dynamic sustainability campaigns for which organic and sustainability leader Nature & More in the Netherlands is being recognized. Want a sneak peek? Take a look at this blog on Nature & More’s “packaging”.
Eric Pierce is a proven strategic marketing and market research leader with nearly 20 years of research and insights experience. In various consulting roles, Pierce has been instrumental in maximizing the value of his clients’ business and marketing investments and has built a reputation for being a great partner, problem solver and advisor.
Ever curious about the intersection of business and psychology and with a passion for natural products and the resources of New Hope Natural Media at his back Pierce is uniquely positioned to help advance the growth of the industry.
In his role as director of strategy and insights at New Hope Natural Media, Eric is responsible for providing vision and leadership for the NEXT™ brand and its mission to deliver intelligence, insights and innovation to the natural products industry.
Andy Askren is Executive Creative Director & Partner of Grady Britton, a creative branding agency based in Portland, Oregon. Andy is responsible for setting the company’s standard for defining and delivering artful creative solutions to drive real business results. Grady Britton is a certified B Corp, and recently won B Lab’s “Best For The World” award in the Workers category, one of only the top 10% of global B Corp-certified companies to make the list.
Michaël Wilde works for Eosta, one of Europe’s largest and most innovative companies involved in fresh organic fruits and vegetables. For the past 10 years he has lead the sustainability and communications department where he is responsible for the Nature and More trace and tell system, as well as the numerous campaigns including save our soils, true cost of food, natural branding and the Fair 1 cent for the future. “I am passionate about sustainable and fair agriculture. Safe guarding our food system for future generations and protecting our precious planet, can only go hand in hand”.
Cost: Free for SFTA members; Free for Provender members with a discount code; $12.50 for OSC2 members with a discount code; $25 for non-members
Participation Award: Key Policy Updates and Action Opportunities in the Organic and Carbon Sectors
June 13, 2018 at 10am PT / 1pm ET
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Knowledge of and participation in sustainability-related governmental policy plays a large role in advancing a company’s ability to deepen its sustainability commitment, and open up new political, financial, and environmental advantages for companies.
Join SFTA’s June webinar to receive an update on two of these most critical areas — organic policy and carbon management — with experts from the Organic Trade Association (OTA) and the American Sustainable Business Council (ASBC). Attendees will leave this webinar with a strong idea of the policy and coalition work that is being forwarded for organic and carbon management, and have the information and tools they need to influence company action and policy in these areas!
The OTA will address the state of organic policy in the United States, fresh off of the OTA’s impactful Organic Week in Washington, D.C. (May21-24, 2018). Organic policy topics that are framed in the proposed Farm Bill will be discussed, such as organic research funding, and the oversight of organic imports and fraud enforcement. OTA will also analyze the reactions of Senators and Members of Congress to these proposals during Hill Visits Days with OTA members. Efforts and involvement opportunities related to these topics, such as the OTA’s Task Force on global organic supply chain, will also be highlighted.
The ASBC will discuss policy considerations and coalitions that are fomenting and gaining ground around carbon pricing, and initiatives to incentivize responsible carbon management across multiple business sectors. Attendees will walk away understanding what carbon pricing is about and why it is important, and how it works.
Megan DeBates is the director of legislative affairs and coalitions at The Organic Trade Association. Prior to this, DeBates was senior legislative assistant to U.S. Rep. Peter A. DeFazio (Ore.-D) a co-writer of the Organic Foods Production Act of 1990, which established national organic standards. She has advised and helped develop legislative strategy for DeFazio on key agriculture, defense, trade, foreign affairs, small business, homeland security and natural resource policy issues. She has also served as the lead staffer for the House Organic Caucus.
Dr. Chris Blackburg is has spent most of her career working on sustainable resource use and conservation issues at both the state and federal level. As the Policy Director for the American Sustainable Business Council, Chris works with leading companies to develop and advocate for policies that advance a fair and sustainable economy. Prior to joining ASBC, Chris served as the Acting Assistant Secretary for Conservation and Management and Deputy Chief of Staff at the National Oceanic and Atmospheric Administration where she oversaw work on sustainable resource use, climate science and adaptation, and resilient communities. Prior to that, she was the Program Director for the California Ocean Protection Council. Chris holds a Ph.D. from the University of California San Diego and a B.S. from the University of Chicago.
Cost: Free for SFTA members; $25 for non-members
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