The marketing department at Organic Valley, a billion-dollar food brand that emerged from an organic farming cooperative based in LaFarge, Wisconsin, has a free-range approach to consumer engagement.
“What we know is [that] when we step out of the conversation and bring the consumers and the farmers closer together through digital, they can actually see what’s happening, and they can see the passion that exists within these farmers,” Jaclyn Cardin, Organic Valley’s director of interactive marketing, said at the Association of National Advertisers’ (ANA) 2019 Digital and Social Media Conference.
“It makes this billion-dollar cooperative that we have a lot more personal.”
Organic Valley is one of the world's largest organic consumer brands with some 950 employees, and $1.2 billion in revenue lat year. “The job of my team, and a lot of people working at Organic Valley,” Cardin told the ANA San Diego audience, “is to figure out ways to bring the producers – the farmers – closer to the consumers.”