Marketing is the process of conveying a message to a consumer in the simplest possible manner, while staying on the safe side and not harming the environment.
The marketing and advertising industries have recognized that in order to remain competitive and keep their customers loyal, it is important to switch from traditional methods to functional vs organic. Marketing has developed over the years into what many consider to be a ‘sales pitch’. With all of the advancements in communication technology and advertising the impact on the marketplace has increased dramatically. Marketing has become big business and with a large portion of consumers never even having seen a marketing document before, the impact of ‘word of mouth’ marketing is huge. The challenge for the industry is how to effectively use this form of advertising so that they can continue to stay ahead of the competition and potential new customers.
Organic marketing has been around for some time but only recently has it become more popular.
One reason for the popularity shift is the rising costs of organic products. The initial costs of an organic product can be more expensive than their synthetic counterparts, this is due to the fact that organic ingredients can require more harvesting, more time to grow and require specialized pest control methods. The growing demand for organic food is also one of the driving forces behind the rising organic food prices. The demand is so great that farmers are struggling to keep up with the demand, so prices are constantly falling making the products more affordable for consumers.
Although functional vs organic may seem like a confusing topic for marketing professionals, the differences between these two marketing practices actually make both practices viable for the industry.
Organic marketing focuses on the production of foods that are in direct contact with the soil where the plants grow, without the use of pesticides, herbicides or other chemicals. These chemicals can be harmful to both humans and the environment when introduced to the ecosystem. On the other hand functional or organic marketing focuses on the production of products that do not utilize the necessary components of an organic diet.
For example, many organic companies focus on organic meats and eggs as their main source of protein. However, there is a large segment of the population that continues to ignore the importance of vegetables in their diet. These people include vegans, vegetarians, and those who follow a gluten-free diet. This group includes a large segment of the population that continues to experience functional problems because they continue to purchase food products that are not functional in their daily lives.
This group has several problems that organic meat and eggs cannot overcome.
These individuals also have difficulty understanding the concept of “functional” when it comes to vegetables. Vegetables are full of nutrients such as vitamins, minerals, and phytonutrients, which provide the body with essential nutrients without the harmful chemical compounds found in commercial farming. Additionally, vegetables do not have to undergo intensive processing in order to be safe for consumption. This allows vegans and vegetarians to enjoy a wide range of functional foods without sacrificing their love of fresh fruits and vegetables.
The problems inherent in non-organic or “non-food” products are well known.
They include: allergic reactions to chemicals, depleted soil fertility, water contamination, pesticides, missing nutrients, and contaminated land. While most people are able to recognize the harmful effects of these issues, they cannot get past the notion that organic foods are more “pure.” This belief is partially responsible for non-organic product lines, gaining a strong foothold within the marketplace. Despite their popularity, many consumers continue to experience frustration when utilizing non-organic products and cannot understand why they should pay more for functional foods over non-organic foods.
As with any debate, there is no definitive winner when comparing organic or functional foods.
There will always be individuals who choose to consume organic foods simply due to financial reasons. However, those who have made the choice to purchase organic products will always maintain that functional benefits outweigh the costs. With increased knowledge of the differences between organic and non-organic products, individuals can begin to understand why organic foods are more beneficial to consumers. In addition to this, there is a growing number of scientific studies that support organic foods.
When organic and functional food are compared side-by-side, the truth usually lies somewhere in the middle.
In general, consumers can expect to pay more for organic products but gain access to greater nutritional value and better environmental conditions. With the recent rise of organic and “green” foods, consumers need to decide what is truly in their best interest. Trying to find the answer to this question is much easier by comparing organic foods side-by-side with non-organic foods. When deciding whether or not to purchase organic, remember the benefits of the organic label affords you. However, do not make the mistake of believing organic foods are necessarily inferior to their non-organic counterparts.