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Mainstream Supermarkets to Host Major Earth Day Promotion

MINNEAPOLIS -- Kroger, Publix, and 14 other supermarket chains have joined forces with major organic food brands to launch an unprecedented $1 million marketing campaign, called "Go Organic! For Earth Day," this April, designed to drive mainstream consumer awareness, in-store traffic, and sales for organic food.

Brands involved in the project include White Wave (Silk), Seeds of Change, Horizon Organic Dairy, Nature's Path Foods, and Stonyfield Farm.

Presented by the Organic Trade Association (OTA) and Earth Day Network in celebration of the 35th anniversary of Earth Day, the "Go Organic! For Earth Day" promotion will involve 2,600 supermarkets, with organic food sales driven by distribution of 2.6 million organic educational/coupon books, 600,000 point-of-sale materials on supermarket shelves (including signs and shelf talkers), and giveaways of 300,000 organic food samples.

Additionally, free "Go Organic! For Earth Day" environmental education materials created by Earth Day Network will be distributed to more than 80,000 K-12 school teachers who are members of Earth Day Network's Educator's Network.

All promotions will advance a message of health and environmental stewardship through the purchase of organic products at a consumer's favorite supermarket.

Sales of organic food and beverages jumped 20.4 percent in 2003, reaching $10.38 billion, according to the OTA's 2004 Manufacturers Survey. "Statistics show that the average organic shopper's cart contains $36 more merchandise than the non-organic consumer," said Michael Martin, president of MusicMatters, the Minneapolis-based company coordinating the campaign. "So not only is the 'Go Organic! For Earth Day' campaign good news for family health and our Earth's environment, it's truly great news for organic category growth and supermarket profitability."

"Go Organic! For Earth Day" store traffic and sales will be driven by organic product end-caps, in-store circular advertising, posters, store employee organic training, Internet marketing, and a coast-to-coast public relations campaign communicating the "Go Organic! For Earth Day" message through interviews on TV, radio, newspapers, Web sites and magazines.

Supermarket retailers confirmed as participating in "Go Organic! For Earth Day" include: Kroger, Publix, Wild Oats, H.E. Butt Grocery Co., Rainbow Foods, Copp's, Pick N' Save, Giant Eagle, King Soopers, City Market, Ingles Market, Food Lion, Smith's, Henry's Marketplace, Sun Harvest Markets, and Fry's.

For more information on the 2005 "Go Organic! For Earth Day" campaign, retailers and organic food companies may contact Michael Martin at MusicMatters, 612-377-1142 or visit . For more information on the 35th anniversary of Earth Day, and for educational materials, visit
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