Seven firms launch PR tour touting organic products

MINNEAPOLIS: Seven organic food and beverage makers have joined together to launch an 11-city PR tour spotlighting organic products. MusicMatters, a Twin Cities marketing and PR firm that has used entertainment-related events for other environmental causes in the past, is handling PR for the tour, dubbed the Organic and Natural Experience (ONE). "The organic industry has made so much progress, but they've had to work very hard because they don't have major media budgets," explained Stacia Goodman, who is managing PR for the tour at MusicMatters.

MINNEAPOLIS: Seven organic food and beverage makers have joined together to launch an 11-city PR tour spotlighting organic products. MusicMatters, a Twin Cities marketing and PR firm that has used entertainment-related events for other environmental causes in the past, is handling PR for the tour, dubbed the Organic and Natural Experience (ONE). "The organic industry has made so much progress, but they've had to work very hard because they don't have major media budgets," explained Stacia Goodman, who is managing PR for the tour at MusicMatters.

The tour was the brain child of MusicMatters founder Michael Martin, Goodman said.

"It's a combination of promoting the companies, their brand names, and their products," she said, but it also wants to coax consumers into helping the environment by using organic products.

The tour features a 10-by-40-foot interactive exhibit offering product samples.

The firm also is recruiting residents of each city it visits to become its brand activists, talking up the benefits of organic products to friends and neighbors.

The tour began last month and will extend into October. Cities to be visited include New York, Boston, Washington, DC, Minneapolis, Alexandria, VA, and Portland, OR.

The companies involved are Annie's Homegrown, Clif Bar, Fantastic Foods, Nature's Path, Odwalla, Organic Exchange, and Organic Valley.

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