Real Organic Project
Raising the Standard for Organic
A Strategic Partnership with Real Organic Project
The Movement
Upholding the Integrity of Organic Farming
The Real Organic Project is a farmer-led revolution. This grassroots movement was built to uphold the true principles of organic agriculture, ensuring that food production stays rooted in sustainability, transparency, and integrity.
At a time when industrial shortcuts are threatening the organic label’s meaning, the Real Organic Project stands as a beacon for both farmers and consumers who want food they can trust. With over a thousand small and mid-sized farms across the U.S. under its banner, the movement is not only safeguarding standards but also amplifying access to real organic food.
The Martin Family Farm - Armada, MI
The Challenge
Cutting through the Greenwashing
The demand for organic food is growing—but so is consumer confusion. ‘Big ag’ is blurring the lines between industrial and regenerative farming, slapping the organic label on food that barely meets the mark. Meanwhile, truly organic farmers—the ones who uphold the highest standards—are getting drowned out in the noise.
Real Organic needed to break through the greenwashing, claim its rightful place as the gold standard, and make sure consumers knew the difference between real organic and “organic.”
How do you turn a grassroots movement into a household name?
That was the challenge.
And that’s where we came in.
Happy Hens - Ramona, CA
The Approach
Crafting a Strategic Foundation for Growth
To build a brand that drives action, we developed a strategy rooted in clarity, cohesion, and impact.
01 | DEFINING THE CHALLENGE
Understanding the Status Quo
Flynn Farms - Everson, WA
We began by listening—deeply. Through in-depth interviews and a quantitative survey, we gathered insights from key stakeholders:
Farmers on the frontlines of organic agriculture
Consumers passionate about clean, ethical food
Industry experts, advisors,
and Real Organic’s internal team
This research surfaced the movement’s strengths, exposed hidden roadblocks, and shaped an informed strategy designed to ignite real change.
02 | BRAND FOUNDATION
Firming Up the Brand Platform
That Guy’s Family Farm/That Girl’s Flowers - Clarksville, Ohio
Every movement needs a story. To unify Real Organic’s voice and give it an unshakable identity, we defined and documented:
Mission, Vision, and Values
The heart of the movement, articulated with clarity.
Positioning Statement
A bold and ownable stance in the organic food landscape.
Language, Tone & Voice
A messaging framework that is authoritative yet approachable, resonating with both farmers and consumers.
03 | MARKETING TOOLKIT
Establishing Strategic Frameworks
Twin Organics - Northfield, MN
With the foundation in place, we equipped Real Organic with the tools to drive awareness and engagement:
Messaging Hierarchy
A structured approach to storytelling that connects emotionally first, then reinforces with facts.
Channel & Distribution Strategy
Defining the right platforms and partnerships to amplify visibility.
Measurement Framework
Ensuring efforts translate into real impact.
Audience Archetypes & Journey
Identifying key audiences and mapping their path from discovery to advocacy.
Insights + Strategy
Unlocking opportunities to spread the movement
By uncovering shifting perceptions around food integrity and sustainability, we identified key opportunities for Real Organic to lead—transforming insight into impact.
Rising Sun Farm and Orchard - River Falls, WI
Positioning Real Organic as the Highest Standard
Not just another certification, but the gold standard for ethical, farmer-led agriculture.
Connecting Passionate Consumers with Farmers
Aligning the brand with those most passionate about clean, ethically sourced food, we created a bridge between core mission-driven farmers and a like-minded audience, fostering stronger brand loyalty.
Storytelling That Captures Hearts and Minds
Leading with emotion, reinforcing with rationale, and ensuring Real Organic’s mission sticks.
Expanding Distribution & Influence
Activating a network of organic allies, expanding the network of retail partners and influencers who align with the Real Organic mission. By engaging these strategic partners—categorized into “Real Friends, Farmers, Influencers, and Markets/Retail”—we amplified the movement’s reach and influence.
Sungrounded Farm - Terrebonne, OR
Impact
A Stronger, More Visible Movement
With a bold brand strategy and a targeted marketing toolkit in place, the Real Organic Project is now positioned as the clear, unwavering standard in organic agriculture. More farmers are joining. More consumers are paying attention. And more food systems are being shaped by integrity, not industry loopholes.