Coupon program to boost organic, natural – and help kids

By staff reporter

- Last updated on GMT

Related tags Organic food Organic certification

The Organic Center is seeking manufacturers to take part in a new coupon program aiming to engage organic consumers with child hunger – and help them save money on natural and organic foods and supplements in the recession.

The Organic Center has teamed up with Vitamin Angels and The Organic Trade Association to produce a cause-marketing coupon book that will feature branded organic and natural food, supplement and personal care projects for distribution in October, Child Health Month.

The project, called Unconventional Angels, is intended to give manufacturers national exposure and help them capture loyal customers through the discounts – while raising funds for children with vitamin A deficiency.

What is more, coupon middleman Inmar CMS Promotion Services recently indicated that coupon redemption was up ten percent in the last quarter of 2008 compared to the previous year – an effect also seen in previous economic downturns.

Since organic and natural products carry a price premium, the program could help retain consumers who are wavering about ethical purchases when household budgets are tight.

“The Unconventional Angels program brings together for the first time organizations from the ‘unconventional’ organic and nutrition industries to create a consumer-driven promotional program that supports the growth of natural and organic business while also supporting a life-saving effort around the world,”​ said Jeff Markel, managing director of Vitamin Angels.

Participating retailers will have floor shipper displays with 750 coupon books each, shelf talkers, channel strips, a national ad campaign in consumer publications and websites, and interactive training materials.

Vitamin Angels aims to reduce child mortality by advancing availability, access and use of essential micronutrients, including vitamin A, to infants and young children in over 30 countries, including the US.

Manufacturers interested in participating can contact Steven Hoffman at The Organic Center​, or Susan Fecko at Vitamin Angels​.

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