The Organic Industry
Independent Distributor Website
The
United States, European Union (EU) and Japan dominate the current world
trade in natural
certified organic
products. Demand for natural products by aware consumers which meet
organic standards is growing rapidly in all major markets of the world. It
is estimated certified organic products will exceed 5% of all total food
sales by 2005
Current growth of the Certified Organic Market (2001) Retail sales (USD$B)
Europe 9.2B - 22%
USA 9.4B - 19%
Japan 3.1B - 21%
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With the advent of
mechanised farming and the introduction of agricultural chemicals into
everyday farming practices in the 1960s and 1970s the public started to
become aware of potential health risks associated with common pesticide
chemicals such as DDT. Increasing consumer awareness to the dangers of
chemicals by writers like Rachel Carson "Silent Spring" focused the world
attention on the potential dangers of long lasting organo-chlorine
compounds. This stimulated public outcry by many concerned people and
spawned the fledgling organic industry based on a platform of synthetic
chemical free. Further impetus has been given to the organic movement in
recent times due to the occurrence of BSE (Mad Cow Disease), contamination
of our fish stocks with mercury and PCBs and the raging controversies
surrounding Genetically Modified (GM) foods and cloning of animals. As if
this wasn't enough, contamination of cosmetics and personal care items and
many waterways with dioxins, di-butyl phthalate and PTF (teflon) and
nitrosating compounds -
powerful carcinogens and gender bending chemicals - has further increased
public awareness to chemical contamination of the human species.
Mainstream
supermarkets in all the developed countries, were quick to recognise the
niche market for Certified Organic produce and committed themselves to
stocking organic products and produce. This has increased public
awareness to the problems associated with mainstream foods
and products with potential toxic chemical contamination.
Supermarket backing of the certified organic industry has created a
substantial niche market for certified organic products within the grocery
retail industry. An ever-increasing number of consumers, keen to buy a
complete range of organic products, grown and produced without
synthetic chemicals and fertilisers are now sourcing these items in
their local supermarkets.
A major secondary factor was the
introduction of uniform certified organic standards for food production. Organic certification
is covered in the US by the USDA, Japan by JAS and in the UK by the Soil
Association. The UK Soil Association requirements exceeds the requirements of the EEC standard. Back to Top
Natural Organic Products
- The Consumer
After the second World War dramatic growth was experienced
throughout most of the world in the global population. "Baby boomers" -
children born from 1945 through to 1965 - started turning 50 in the
mid-1990’s. The "baby boomer" phenomenon has been directly responsible for
many major market trends as the "Boomers" reached pivotal points in their
lives. The property market and health and fitness are just two of the
major markets this group of 1 billion people have helped to fuel on the
way. With the first of the "Boomers" turning 50 in the mid 90s they are
now turning to and demanding foods and health products which will not
compromise their health and will help to maintain their vitality and
youthfulness. 20% of consumers overall are already committed to buying
what they perceive to be natural products. As the public becomes more
aware of labelling inconsistencies and hype in the market place, an ever
increasing number will turn to certified organic products which are not
compromised in any way. Back to Top
Certified Organic - A Home Based
Business Without Compromise
The Certified Organic Company business model is attractive
to people wishing to break free of stress related jobs and the rigours of
modern day business. Disenchanted business people, professionals and blue
collar workers alike, are seeking ways to earn a comfortable living from
home. They want to be involved in an industry with integrity. This
Certified Organic business opportunity not only offers flexibility of
working hours, virtually unlimited residual income potential but products
officially certified as being safe and non-toxic, natural and organic - 100%
FREE of all
synthetic chemicals. Expansion into overseas markets is also a very
attractive choice to entrepreneurial individuals wishing to build on the
ever increasing global trend towards organics.
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Competitive Pricing -
Certified
Organic Cosmetics and Skin Care
Products
For a business to survive it must provide
services and/or products in demand at prices that are competitive. By
offering a complete Certified Organic product line at a similar price to a
"natural" product, will ensure our genuine Certified Organic natural products are
by far the best value money "Natural Products" in this rapidly expanding industry. Favourable
exchange rates with most of the major markets will also give this
Australian company's
products a very competitive edge in the initial target markets of the
USA/Canada and the UK
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The Certified Organic Market
The current trend in natural personal care is toward safe and natural
organics and currently Our Company has THE ONLY
Certified Organic
range of
skin and body care products currently available which has passed the
strict USDA Organic audit.
With legal requirements being established internationally for organic
products, an exciting window of opportunity is open for Home Based
Business operatives and Independent Distributors over the next three years
in the United Kingdom and other International markets.
In April 2002, the Soil Association in the UK released its new organic
standards for body
care items. As of August 2002, the same also applies in Japan. In both
those markets,
our company has...
THE ONLY legitimate CERTIFIED
ORGANIC products.
From 21st October 2002, due to a United States Department of Agriculture (USDA)
ruling,
our company has
THE ONLY skin care brand that can legally use the USDA
Organic Logo on its packaging.
This
equates to a massive marketing advantage over any competitors in the
existing "natural" and organic marketplace
Worldwide, the AUD$50 Billion organic industry has grown at
a rate of 23% per annum compounded for the last eight years. In the USA
during 1998, 5% of all new food products introduced into the market were
certified
organic
and this trend is continuing; yet the organic sector
currently makes up only 1% of food sales in the industrialised world.
Last
year the Soil Association of the UK reports a massive 32% increase in
Certified Organic sales for the United Kingdom
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Globally, sales in the personal care market including
"Natural" Personal Care reached USD$122 billion in 2000 and are growing at
1.6%. In the USA, the entire Health and Beauty Care market is almost
USD$40 billion and is experiencing 3.4% growth.
In contrast, the trend towards natural ingredients is
running through every segment of personal care with sales in the USA in
this area, reaching USD$1.56 billion in 2001and growing at 10%. This
segment is expected to grow 6% - 7% annually over the next few years. The
predictions for the UK and European Union are very similar
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The company's
Certified Organic product range is really a
lifestyle
extension
for those already consuming and using certified organic products
and/or for those who want pure, environmentally conscious green products.
The Independent Certified Organic Distributor Group is currently focusing on expansion
into the North American market and in particular California.
California is the world’s 7th largest economy.
What are now known as the National Standards for organics in the USA, were
originally known as the “Californian Standards”, indicating the major
influence California has had on the certified organic industry in the USA
and the level of interest in organics in this major US State.
The US market for organic products exceeds US$10 billion
per annum over 40% of which is in California. As a clear indication of the
substantial market for organics in Southern California, many
Organic/Natural retailers have monthly sales of USD$1 million monthly. Back to Top
The
Organic Natural Enterprise plans to capture a significant share of the
North American and the UK market for genuine organic-natural products in
the next three years of operation.
Certified Organic Products...
Developed in Australia;
The
Organic range
of products are independently
certified by Australian Certified Organic (ACO),
a wholly
owed subsidiary of the Biological Farmers of Australia (BFA), to the
highest international standards.
Currently having the
world’s
first &
only legitimate certified organic
cosmetics, skin, body and
oral care products
creates a significant marketing opportunity for The Company AND the
Independent Business Partners.
Products that are guaranteed to contain
absolutely
NO
synthetic chemicals are exactly what today’s health
conscience consumers are seeking. In addition to the 50 products already developed, the company was awarded an
Australian Federal Government
Grant of AUD$110,000 to develop the world’s first certified organic
cosmetics, which includes lip cremes, mascaras, blushes and
foundations etc. This new exciting range was launched in August 2003.
The Intellectual Property for all skin, hair, body, oral care and cosmetic
products is owned by "The Company" and the entire cosmetic and skin care range
is manufactured in-house in modern fully certified organic facilities.
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Competition Organic/Natural Market
The marketplace for Organic Natural products is intensely competitive. The
line between "natural" and conventional (synthetic chemicals) personal care has become blurred,
with mainstream health and
beauty care companies and prestige cosmetic companies now
selling products with some ingredients historically only found in the aisles of
health food stores. Many mainstream manufacturers of personal/body care
products use botanicals and some are now using a few organic ingredients
and selling them as pseudo natural organic products.
This is evidence that the company is
progressing in the right direction at the right time. The Independent
Certified Organic Group believes that the deliberate strategy of
educational Internet/Network marketing the company and marketing
organisation has adopted,
together with a far superior completely natural product line, provides the right mix to
successfully penetrate the fast growing certified organic/natural marketplace in the USA
Canada
and the United Kingdom.
Annual Sales of the Major U.S. "Natural" Personal Care
Companies
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$40 - $50 Million -
Levlad Inc. (Natures Gate) Aubrey Organics
$30 - $40 Million -
Tom's of Maine
$20 - $30 Million -
Burt's Bees, Jason Natural Cosmetics
$10 - $20 Million -
Kiss My Face, Dr. Bronners, Zia Natural Skincare, Dr.
Hauschka, Avalon Natural Products Inc.,
Frontier (Aura Cacia
$5 - $10 Million -
Abkit Inc. (Camocare), Giovanni Hair Care, Borlind of
Germany Inc., Rachel Perry Inc., Reviva Labs Inc.
$3 - $5 Million -
Desert Essence (Country Life), Better Botanicals, Orjene
Company Inc. Masada, ShiKai, Weleda Inc., Pure and Basic Products, Ecco
Bella Botanicals, EO Products, Hain Celestial Group
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Source: Nutrition Business Journal
Possible UK Marketing Strategy
