Storytelling as dynamic and sustainable as the brand itself

Pioneering Story

The Organic Valley story was born in a barn. It began in LaFarge, Wisconsin in 1988 with a small group of family farmers that shared a love of the land and a belief that a new, sustainable approach to agriculture was needed if family farms and rural communities were to survive. Haberman started working with the cooperative in 2004, reaching an ever expanding audience through every form of media and supporting dynamic growth for a company that now posts $715 million dollars in annual sales.

Challenge

Organic Valley is the nation’s oldest and largest independent organic farmers cooperative. It’s owned by more than 1,700 farm families across America and in two Canadian provinces. The challenge is establishing a unified, authentic brand story at the national level, while supporting local and regional sales.

Solution

Haberman brings the Organic Valley story to life through a strategic mix of print, broadcast and online communications along with publicity for special events and advocacy for organic issues. A unique part is how and where the story is told. For every hit in the New York Times or the Wall Street Journal, Haberman generates far more coverage in local publications like the Vernon County Broadcaster and the Bellingham Herald.

Results

  • Generated local, regional and national media coverage for new product announcements, corporate milestones, sustainability initiatives, farmer stories and more. Key hits: TODAY Show, Business Week, Huffington Post, Inc. Magazine and more.
  • Provided strategic counsel and communications support to address hot-topic issues such as transparency in product labeling, animal welfare standards, food safety, etc.
  • Developed integrated grassroots marketing campaigns utilizing viral video, website, social media, partnership outreach and traditional media relations.

Engagement

A Growing Story
Organic Valley demonstrates the difference a pioneering organization can make in the world. A cooperative that started with a handful of farmers in a single community now includes 1,700 farmer-owners.

Partnership and Brand Stewardship
In addition to media relations, Haberman’s strategic counsel extends to hot-topic issues like product labeling, animal welfare standards and food safety.