Saturday, July 21, 2007

Green categories, embracing usage

In Green marketing it is typical to 'sell the category.' But the category isn't limited by product type ( eg fuel efficient cars) - the category embraces type of usage. And manufacturers need to find ways of communicating a marrying of their superior product with superior usage.

Pursuant to the USFDA's Organic Foods Production Act of 1990, “organic” food products may contain 5% of non-organic minor ingredients. So, what, 95% green. Now there is a proposal to add 38 ingredients to the National List of Allowed and Prohibited Substances. Imperfect world, made more confusing.

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