“Creating Brand Authenticity for the U.S. Market” at BioFach 2008

Location: BioFach 2008 — Nuremberg, Germany

The attitudes and behaviors of consumers in the U.S. organic market are shifting rapidly, with a strong and growing demand for brands that are truly “authentic,” reflecting not just organic compliance but additional environmental and social values and principles. This session will help international marketers to establish a communication platform for their own brands that U.S. organic consumers can relate to and will be eager to be affiliated with. Attendees will learn more about evolving consumer attitudes toward organic products in the U.S. market, as well as innovative approaches to creating and communicating an authentic brand identity.

Speakers: Yadim Medore, Principal, Pure Branding; Kevin Williams, Brand Strategist, Pure Branding; and Elaine Lipson, organic industry consultant and author.