Title

Organic Oreos versus the Family Farm: The Mainstreaming of Big Box All-Natural Products and the Confused Consumer

Date of Award

11-5-2011

Document Type

Capstone Project

Disciplines

Organiz. & Prof. Communication

Degree Name

Master of Professional Studies

Department

Organiz & Prof Communication

Advisor

Lora Louise Broady

Keywords

Farming; Organics; Mainstreaming; Consumerism; All-Natural

Abstract

As more producers and suppliers enter the organic marketplace, it is important to understand the meaning of food labeling, especially in the minds of consumers. The purpose of this study is to determine if authentically healthy, organic foods produced from independent farms can be convincingly marketed to a broader population. The research explores the possible confusion about what constitutes an organic or natural product and determines why people participate in community supported agriculture programs. Findings indicate that a misperception between the terms organic and natural may not exist after all; nevertheless, it is important to continue to distinguish between them. Information garnered from this study was used to generate a creative brief for Cure Organic Farm, in Boulder, Colorado.

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