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MO2010 SPOKESPEOPLE
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Over the past several months we have been rounding up spokespeople to help
us spread the news about Mission Organic 2010. Each spokesperson that
joins the campaign will have a special target audience focus and will be conducting
interviews with publications (newspapers and magazines) and, or broadcast media (TV and radio)
that is geared to a specific lifestyle group (LOHAS, Retailers/Trade) or generation
(Boomers, Gen X, Gen Y). Each monthly Mission Organic 2010 Update we will feature
a different MO2010 spokesperson, and in this update we would like to introduce you to
MO2010 spokesperson and professional athlete, Lorenzo Neal.
A preeminent fullback in professional football today, Lorenzo Neal’s credentials
speak for themselves. As veteran of 14 seasons in the league and current San Diego
Chargers fullback, Neal has distinguished himself with his durability, having played in
192 consecutive regular-season games dating back to the 1994 season. One of the keys to
his longevity is a strict training regimen that includes boxing workouts and staying on
top of his nutrition. Neal eats natural and organic foods and nutritional supplements
and vitamins as part of his regimen to stay fit and healthy. He is a huge advocate
for children’s health and in response to the nationwide childhood obesity epidemic
Neal is actively working with kids and their parents to educate them on the importance of
proper nutrition and exercise. Lorenzo and his wife Denisha are passionate about helping
children and have three children themselves, one son, Lorenzo, and twin daughters, Nylya
and Mia. Although football season is in full swing, Neal has committed to help us spread
the word about Mission Organic 2010 and will help us target young families (Gen X) on the
importance of eating organic. In the months ahead we will keep you posted on media
opportunities Lorenzo will be working with us on for Mission Organic 2010.
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WE HAVE LIFT OFF!
From R. Mark Davis
Our mission for The Organic Center is to generate credible, peer reviewed scientific information and communicate the verifiable benefits of organic farming and products to society. Over the past couple of years since our launch in 2004, we have published numerous reports on the benefits of organic foods. As we prepared to enter 2006, I knew we had to launch an aggressive communications effort in order to get the scientific benefits behind organic out to the masses. Thus the launch of our consumer education and awareness campaign, “Mission Organic 2010,” which will use the scientific reports and studies generated by The Organic Center to communicate the benefits of organic in a consumer friendly way to help all Americans learn about the value of organic food for themselves, their family and our environment.
The goal of the Mission Organic 2010 campaign is to increase organic food consumption
to 10 percent of the U.S. food supply by the year 2010, by engaging consumers to commit
to making 10 percent of their food purchases organic between now and the year 2010. Through
our publicity campaign we are engaging consumers to join our mission by signing up
at www.MO2010.org. We are just 90 days into our official launch and have already begun to create a buzz about the scientific benefits of organic food. I am ecstatic over the news coverage and the momentum that is building. I trust you will be too. This mission would not be possible without your generous support. I want to thank you from the bottom of my heart for your generosity!
Forever Moving Forward,
R. Mark Davis
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In order to communicate effectively to elicit change you have to have an innovative,
out-of-the-box thinking group to lead the way! To lead this charge, Anthony Zolezzi
has been named Board Chair of The Organic Center and will head up the Mission Organic 2010
campaign. As our fearless leader, Zolezzi believes, without question, that more organic
land is better for all people and the planet. So getting the word out on the scientific
benefits of organic is paramount to making Mission Organic 2010 a success. To do that,
we have engaged Pitch Inc., a publicity firm specializing in obtaining nationwide media
coverage. Pitch is lead by Steve and Amy Summers who have over 35 years of public relations
experience and have worked with numerous clients within in the natural products industry for the
past seven years. They were the creative minds behind the Expo East VIP Dinner entertainment
where Mission Organic 2010 was launched and their team has hit the floor running with a multi-faceted
media campaign that will target five key audiences with customized messages on the scientific
benefits of organic that appeal to specific segments of the population including LOHAS, Retail/Trade,
Boomers, Gen X and Gen Y. Rounding out our team is Susanne DeBoever who will be running our licensee
program for Mission Organic 2010. Susanne is charged with the mission of getting the Mission
Organic 2010 logo on product packaging and in grocery stores and restaurants nationwide
(expect to be hearing from her soon)! Susanne has over 20 experience in the natural products
industry and has been instrumental in helping launch Mission Organic 2010 from the start. We are
excited about this dynamic MO2010 Team and we look forward to hearing great things from them as we move forward!
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News on Mission Organic 2010 is seeping into the media everywhere! Thousands of reporters
have been contacted about The Organic Center’s latest initiative to take the science behind
organic to the masses in a big way. The focus of the publicity push is to communicate the
scientific benefits of organic foods from TOC reports in a way that will resonate with consumers
nationwide. Our consumer friendly messages (such as our latest release: “Please Pass the
Pesticides?” based on our first CRI report) are designed to grab the consumer’s attention
in fresh and innovative way to get them engaged in the benefits of organic food and to sign up to join
Mission Organic 2010 and commit to make 10 percent of their food choices organic between now and
2010. We have already started gaining placement in newspapers, magazines and on radio stations
nationwide and have interest in over 75 other media outlets in covering MO2010 including Fit Pregnancy,
The Seattle Post-Intelligencer, KABC-AM, Discovery Health TV, and more… Stay tuned!
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