Marketing Approach: Organic Farming VS Functional Farming

Marketing is a big part of any business, and when choosing a marketing approach between functional or organic marketing you will likely be weighing heavily on your decision. 

Marketing is a very big part of any business whether it’s online or offline and with the recent surge of interest in organic food marketing you’ll find that there are many different theories out there as to what is more effective for marketing. One way that many marketers use today is by purchasing ad space on other websites that cater to organic products. However, there are some things you should consider before you start spending money like you are doing with Google AdSense.

So what are the differences between functional and organic? 

Well, functional marketing approach is simply selling the organic stuff on your site. It may contain links for organic items, but the main purpose is to make money and not do anything with the site. Organic marketing is a method of marketing where you incorporate organic elements into your website design or other promotional tactics to attract organic visitors to your site. This type of marketing can include things such as buying advertising space on other sites that are focused on organic foods, or you can even offer pay per click advertising opportunities.

So why would you choose one over the other? 

One reason is that there are more rules when it comes to functional or organic marketing approach. When you utilize organic methods to market your goods, you must abide by certain standards regarding the use of various components that you use. For example, a food blog cannot include any mention of wheat, dairy products, soy or corn. While these elements are all healthy for you to eat, you have to follow the guidelines set forth by the United States Department of Agriculture (USDA).

The organic food industry has also implemented labeling of certain ingredients that don’t meet the USDA standards. 

The organic ingredients label goes beyond just choosing to include or exclude ingredients from your marketing mix. You have to identify and prove the natural ingredients and chemicals you are using. Additionally, the organic ingredients label goes into more detail than just saying “organic.” It also requires you to list the soil and weather conditions from which the organic ingredients were collected, as well as data on the yield (harvested plant material) and land management techniques used for growing the organic crops.

However, the organic marketing approach is not as crowded as the functional or organic marketing landscape. 

This is because organic farmers have traditionally relied on the word of mouth marketing approach and discounted sales in grocery stores and markets. Because of this, organic food companies must work hard to market themselves in a way that will get them the most exposure with potential customers. On the other hand, the functional or organic food industry is much less crowded and allows farmers to gain a larger market through advertising discounts. As a result, it has become imperative for organic companies to find unique ways to differentiate themselves from their competition to gain the consumer’s trust.

The lack of advertising dollars has been what is driving many organic farms to use free marketing tools like social media. 

On the one hand, consumers can create buzz by sharing stories about their experiences with a particular farmer or organic food producer. Consumers can also post questions about where they purchased their organic product online. Many organic farms are aware that they may have a limited reach in certain areas. For example, many farm owners do not know that there are many cities and towns across the country that do not support organic farming. By using social media, organic farms can use the sites to promote themselves to these regions and gain a new customer base.

Many organic farms have also found that they can improve their overall bottom line by investing in a roving farm tour. 

If organic farmers can demonstrate that they can get their products to consumers while on the road, the public will see that they are committed to sustainable agriculture. As more consumers become familiar with the concept of organics, the more likely they will want to make a purchase that does not come from an organic farm. On the other hand, if an organic farm is able to get itself to as many potential consumers as possible, the business is bound to have a higher overall conversion rate. In order for an organic farm to excel at this type of marketing approach, it must invest in staff that has strong organizational skills and the knowledge to drive traffic to its website.

Organic farmers should focus on offering functional products. 

Consumers are trending toward those products that have a smaller impact on the environment as well as lower cost. A great example of a functional product is a non-woven fabric. While organic farming is a viable option, it may not be the best choice for a business hoping to find success by promoting eco-friendly products.

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