Greenfield, Massachusetts, USA
December 9, 2009

Something exciting is in store for consumers looking to learn more about organic agriculture and products.

The Organic Trade Association (OTA) today launched a new consumer web site, “Organic. It’s Worth It,” located at www.organicitsworthit.org. 

The site, launched in beta format, offers a wide range of informational resources, including basic facts about organic, tips on using organic around the house, and organic recipe ideas. The site also features the latest in organic news and trends, as well as a poll, allowing consumers to share their thoughts on a variety of issues related to organic agriculture and products. In addition, the site boasts a “Featured Expert” section, where consumers have the opportunity to learn directly from experts from across the organic community.

“This is an exciting step for us,” says OTA’s Executive Director Christine Bushway of the new site. “It allows consumers to have a dynamic, interactive experience, where they can get the facts, learn directly from organic experts, and share their own thoughts about organic.” Plus, she says, the site enables consumers to better understand the story behind the organic system. “Through this site, we make it possible for consumers to make connections between the people and places involved in organic production and learn, firsthand, the attributes that make organic worth it.”

The new site builds on the success of OTA’s first-ever consumer marketing and education campaign, “Organic. It’s Worth It.” Begun in 2008, the campaign sought to educate consumers about how organic can be used to “check off” tasks on practical to-do lists as well as goals on aspirational wish lists. It also sought to address topics of concern to families open to choosing organic products, including children’s nutrition, food safety, clean water, and a healthy future.

OTA contracted with Haberman, a brand public relations firm, to create the new www.organicitsworthit.org site, which replaces OTA’s first consumer web site, The O’Mama Report. Many of the materials originally published on that first site will be re-printed on the new site for consumers’ continued reference.

The Organic Trade Association (OTA) is the membership-based business association for organic agriculture and products in North America. 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 (www.ota.com).

Website: http://www.ota.com

Published: December 9, 2009