If you, like me, frequently shop at health-conscious stores, you may have noticed the Non-GMO Project verification label. This icon identifies the presence of genetically modified organisms (GMOs) and has quickly gained popularity over the last few years. It appears on products from small-scale bakeries to large farms.
The increase in Non-GMO Project verified items tells a larger tale about how the organization has promoted its service to both consumers and food producers.
Increased Sales and Brand Interest
The top argument the Non-GMO project uses to promote their services is the power of the Non-GMO Project label. They highlight the fact that their retailers and producers have experienced increased sales as a result of verification. According to a consumer report, verified products generate more than $26 billion annually and the Non-GMO project seal was the most “highly considered” label when deciding what to buy.
Indicative of a Larger National Conversation
The Non-GMO Project has used national concern for GMO products to increase the relevance and marketability of their services. Consumer Reports also reported that:
- 66 percent of interviewed Americans supported mandatory labeling for GMO products
- 40 percent of interviewed consumers avoided GMOs in their diet
As consumers become more aware of GMOs in their food, the demand for GMO labeling services has increased significantly. This increases the Non-GMO Project’s social support.
Consumer interest in GMO labeling also allows the Non-GMO Project to market their services to food producers and companies. Their verification webpage highlights the financial benefits of verifying non-GMO products, generating credibility and consumer support for their services.
Dedicated Marketing Aid
The Non-GMO Project actively recruits companies to join their verification process and provides marketing support to their verified providers. Their marketing and communications teams help verified companies:
- review promotional materials;
- develop non-GMO messaging;
- and leverage verification for their promotional efforts.
These services provide an incentive for organizations to utilize the Non-GMO Project by making sure their status becomes useful and profitable.
The Non-GMO Project has also increased their organizational relevance by designating October as non-GMO month. Every year, the organization and their partners raise awareness about non-GMO products and retailers through:
- meaningful and targeted merchandising
These efforts help build their organizational reputation and recognition, making them more relevant for consumers and more appealing to producers.
Providing an Audience
The Non-GMO Project uses its social media presence as a resource to spread awareness for their verification process as well. They educate their followers about their role as an organization, attempting to generate support for GMO labeling and create brand loyalty to non-GMO products.
Their dedicated social media following is a compelling incentive for producers to join the Non-GMO Project. Fans of the organization itself are more likely to purchase products verified by and aligned with the Non-GMO Project. This means that verified producers also receive access to this preexisting audience, expanding the potential customer base for their products.
To learn more about the Non-GMO Project and their social impact, visit their webpage.