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Millions taking part in “Organic-Palooza,” organic’s first-ever social media festival

Even more consumers are encouraged to participate in the remaining discussions

Maggie McNeil
(
mmcneil@ota.com
(202) 403-8514
)
Washington , DC
US
 (
September 11, 2014
) — 

Four days in, nearly 10 million* consumers have either taken part in or been exposed to “Organic-Palooza,” the organic industry’s first-ever social media festival.

Since its Monday launch, festival organizers Organic Trade Association (OTA) and dozens of additional organic brands, non-profit organizations and thought leaders have worked collaboratively to share helpful organic information and encourage engagement among followers using the #OrganicFestival hashtag on Facebook, Twitter and Pinterest.

“We’re incredibly excited by the online buzz ‘Organic-Palooza’ has generated just a few days into the campaign. Brands are highly engaging and sharing on Twitter, while fans are jumping into the Facebook conversation. Our aim was to spark a grassfire of conversation about organic during the peak of Organic Harvest month in September, and so far it’s being wonderfully successful,” said Laura Batcha, OTA’s Executive Director and CEO.

Each day throughout the festival which continues through Sept. 17, OTA is introducing an important topic related to organic food and farming, sharing through illustrations and comments on its channels – and other OTA members are joining in by sharing the same or similar content on the day’s topic. More than 50 organic companies have signed on to provide 60 prizes to consumers who comment on or share the content throughout the festival.

Daily topics have included “Organic Affordability,” which encouraged individuals to share recipes and meal planning ideas underscoring how to eat all organic on a budget; “Where is Organic?,” which featured individuals sharing stories and images of where they find organic in their homes and lives; and “Organic = Non-GMO and So Much More,” asking individuals to share and discuss why organic’s many benefits reach even beyond being non-GMO.

“Organic brands are also leveraging the daily topic and #OrganicFestival hashtag by creating their own original posts and offers. Moreover, consumers are sharing their own personal stories and feelings about organic as well. This truly is a milestone moment for organic on social media,” Batcha added.

Upcoming are:

Today’s topic: “Is Organic Trustworthy?” with Only Organic and the Environmental Working Group
Friday’s topic: “Organic and Kids,” with kids’ health expert Dr. Alan Greene
Saturday’s focus: “Taste of Organic”
Sunday’s focus: “Organic Science” 
“Myth-busting” on Monday, with The Organic Center and Rodale Institute
Tuesday’s focus: “Beyond Food-Organic Textiles,” with eco-fashion pioneer Marci Zaroff.

“Organic-Palooza” concludes Wednesday, Sept. 17, with a celebration of “Organic Visionaries” to coincide with OTA’s 2014 Awards Ceremony honoring visionaries at Natural Products Expo East.
The full Organic-Palooza schedule, including Twitter Parties, is posted at organicitsworthit.org. To take part, follow Organic Trade Association on Facebook, Twitter and Pinterest.

*Based on measurements of total number of individuals who have seen a #OrganicFestival post on social media channels since the campaign began.


The Organic Trade Association (OTA) is the membership-based business association for organic agriculture and products in North America. OTA is the leading voice for the organic trade in the United States, representing over 6,500 organic businesses across 49 states. Its members include growers, shippers, processors, certifiers, farmers' associations, distributors, importers, exporters, consultants, retailers and others. OTA’s Board of Directors is democratically elected by its members. OTA's mission is to promote and protect the growth of organic trade to benefit the environment, farmers, the public and the economy.

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