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The Process of Going Organic

By: Darrin Duber-Smith
Posted: October 26, 2012, from the November 2012 issue of GCI Magazine.

page 4 of 4

The good news is that you have a myriad of case studies on going organic that you can analyze, as many organizations have been through this process before. However, do your research. Make sure this switch fits with your brand’s mission and overall corporate objectives. The biggest mistake you can make in this space is to fail to understand the consumer seeking organic products. The natural and organic products trend is certainly no fad, and half-hearted attempts at pandering to this market end up as product failures. Do it right, and reap the benefits.

Darrin C. Duber-Smith, MS, MBA, is president of Green Marketing, Inc. He has more than 25 years of expertise in marketing and management, including with natural, organic and green/sustainable products. He is a cofounder of the Lifestyles of Health and Sustainability, and he has published more than 70 articles. Duber-Smith also is a marketing professor at the Metropolitan State University of Denver School of Business and an affiliate marketing professor at the Leeds School of Business at the University of Colorado-Boulder. He received the Wall Street Journal’s In-Education Distinguished Professor Award in 2009, the 2012 School of Business Dean’s Award for Teaching Excellence, and is author of Cengage Learning’s “KnowNow! Marketing” blog. dubersmith@greenmarketing.net, ddubersm@msudenver.edu