Yes, I do know that. But that doesn\u2019t mean it\u2019s not useful advice.<\/p>\n\n\n\n
But these products don\u2019t have ears.<\/em><\/strong><\/h2>\n\n\n\nTrue, but the people behind<\/em> the brands and products do. Hear me out. (Pun intended.)<\/p>\n\n\n\nIn CPG today, consumers want brands that are authentic. They want brands that are transparent. They want brands that they can relate to, or aspire to, and products that connect with the values they\u2019re living.<\/p>\n\n\n\n
Because of that, brands need to ensure that they are as authentic and transparent as possible. What\u2019s more, there cannot even be a whiff of fraud surrounding their product.<\/p>\n\n\n\n
Yikes, \u2018fraud.\u2019 That\u2019s some heavy language there.<\/em><\/strong><\/h2>\n\n\n\nIt is, but in today\u2019s CPG environment, it\u2019s warranted. More than ever, brands and products seek out and achieve certifications to differentiate themselves from the competition and meet the needs of their consumers. And it can be easy for less ethical or less conscientious brands to simply use terminology or phrases that are similar to popular certifications that resonate with consumers but not actually achieve said certifications.<\/p>\n\n\n\n
Explain that one more time?<\/em><\/strong><\/h2>\n\n\n\nTake the term \u201corganic,\u201d for example. It\u2019s got a high level of popularity and recognition among consumers. But putting the term \u201corganic\u201d on a product is not the same as actually being certified organic, which involves going through the rigorous process as set forth by the USDA organic standards.<\/p>\n\n\n\n
Another example is the rise in consumers seeking out brands from women-owned businesses. To be a certified woman-owned business, 51 percent of the business must be owned by a woman. But there are invariably brands out there that don\u2019t meet that threshold, but will still claim to be woman-owned.<\/p>\n\n\n\n
I see what you\u2019re saying. But why does it matter?<\/em><\/strong><\/h2>\n\n\n\nBecause we live in a world where we have a vast amount of information at our fingertips, and it\u2019s easy to discover whether a brand is being forthcoming in their claims, or if they\u2019re perpetrating a fraud.<\/p>\n\n\n\n
And\u2026.?<\/em><\/strong><\/h2>\n\n\n\nAnd consumers tend to get pretty<\/em> upset when they discover their favorite brands are not what they say they are. As important, the retail buyers who stock those brands tend to get upset as well. When a retail buyer is looking for new products with certain specifications\u2014whether that is flavor profile, packaging size, or, you guessed it, certifications\u2014to add to the store\u2019s mix, they\u2019re going to do their due diligence that a brand or supplier is what\/who they say they are. And if after some research, it turns out those certification claims aren\u2019t accurate? Most likely, the retail buyer isn\u2019t going to try to connect with that brand anytime soon.<\/p>\n\n\n\nI can see how that would be a bad thing.<\/em><\/strong><\/h2>\n\n\n\nYup. Not fun for anyone.<\/p>\n\n\n\n
The upshot is, if a brand is claiming to have a certain certification, they\u2019d better actually have that certification. It should be easy for retail buyers and consumers alike to verify that a brand is who they say they are. If they\u2019re touting to be organic, they should be able to prove they are USDA certified organic. If they are a minority-owned business, they should be able to easily show that their company is, in fact, majority-owned by a person or group who is a minority. If the brand is staking a claim in being non-GMO, Joe Consumer should be able to check to ensure that it\u2019s true.<\/p>\n\n\n\n
So, it\u2019s all about being transparent for retail buyers and consumers?<\/em><\/strong><\/h2>\n\n\n\nThat is a big part of it, yes. But also, brands and suppliers should want <\/em>to be forthcoming and easily confirm that they can back the claims they\u2019re making.<\/p>\n\n\n\nOh? Why is that?<\/em><\/strong><\/h2>\n\n\n\nI\u2019m so glad you asked. If a brand has gone through the rigorous process of becoming certified for one or more certifications, that\u2019s something that should be celebrated and marketed! Achieving a certification is no easy feat, and it is a point of pride for brands. Brands should absolutely be shouting it from the rooftops that they\u2019ve completed this great accomplishment.<\/p>\n\n\n\n
Again, brands and products are inanimate objects. They can\u2019t shout.<\/em><\/strong><\/h2>\n\n\n\nYou have no imagination.<\/p>\n\n\n\n
Fine. What I mean to say is the hardworking teams behind the brands, who carefully researched and thoroughly completed each step of certification managed a huge undertaking, and did it in the name of showing their consumers that they come first, and that the brands are listening and responding to what consumers need, want, and value.<\/p>\n\n\n\n
So what you\u2019re saying is don\u2019t try to be something you\u2019re not.<\/em><\/strong><\/h2>\n\n\n\nYes. From the literal start of this article, that\u2019s what I\u2019m saying.<\/p>\n\n\n\n
In CPG today, consumers want brands that are authentic. They want brands that are transparent. They want brands that they can relate to, or aspire to, and products that connect with the values they\u2019re living.<\/p>\n\n\n\n
Because of that, brands need to ensure that they are as authentic and transparent as possible. What\u2019s more, there cannot even be a whiff of fraud surrounding their product.<\/p>\n\n\n\n
Yikes, \u2018fraud.\u2019 That\u2019s some heavy language there.<\/em><\/strong><\/h2>\n\n\n\nIt is, but in today\u2019s CPG environment, it\u2019s warranted. More than ever, brands and products seek out and achieve certifications to differentiate themselves from the competition and meet the needs of their consumers. And it can be easy for less ethical or less conscientious brands to simply use terminology or phrases that are similar to popular certifications that resonate with consumers but not actually achieve said certifications.<\/p>\n\n\n\n
Explain that one more time?<\/em><\/strong><\/h2>\n\n\n\nTake the term \u201corganic,\u201d for example. It\u2019s got a high level of popularity and recognition among consumers. But putting the term \u201corganic\u201d on a product is not the same as actually being certified organic, which involves going through the rigorous process as set forth by the USDA organic standards.<\/p>\n\n\n\n
Another example is the rise in consumers seeking out brands from women-owned businesses. To be a certified woman-owned business, 51 percent of the business must be owned by a woman. But there are invariably brands out there that don\u2019t meet that threshold, but will still claim to be woman-owned.<\/p>\n\n\n\n
I see what you\u2019re saying. But why does it matter?<\/em><\/strong><\/h2>\n\n\n\nBecause we live in a world where we have a vast amount of information at our fingertips, and it\u2019s easy to discover whether a brand is being forthcoming in their claims, or if they\u2019re perpetrating a fraud.<\/p>\n\n\n\n
And\u2026.?<\/em><\/strong><\/h2>\n\n\n\nAnd consumers tend to get pretty<\/em> upset when they discover their favorite brands are not what they say they are. As important, the retail buyers who stock those brands tend to get upset as well. When a retail buyer is looking for new products with certain specifications\u2014whether that is flavor profile, packaging size, or, you guessed it, certifications\u2014to add to the store\u2019s mix, they\u2019re going to do their due diligence that a brand or supplier is what\/who they say they are. And if after some research, it turns out those certification claims aren\u2019t accurate? Most likely, the retail buyer isn\u2019t going to try to connect with that brand anytime soon.<\/p>\n\n\n\nI can see how that would be a bad thing.<\/em><\/strong><\/h2>\n\n\n\nYup. Not fun for anyone.<\/p>\n\n\n\n
The upshot is, if a brand is claiming to have a certain certification, they\u2019d better actually have that certification. It should be easy for retail buyers and consumers alike to verify that a brand is who they say they are. If they\u2019re touting to be organic, they should be able to prove they are USDA certified organic. If they are a minority-owned business, they should be able to easily show that their company is, in fact, majority-owned by a person or group who is a minority. If the brand is staking a claim in being non-GMO, Joe Consumer should be able to check to ensure that it\u2019s true.<\/p>\n\n\n\n
So, it\u2019s all about being transparent for retail buyers and consumers?<\/em><\/strong><\/h2>\n\n\n\nThat is a big part of it, yes. But also, brands and suppliers should want <\/em>to be forthcoming and easily confirm that they can back the claims they\u2019re making.<\/p>\n\n\n\nOh? Why is that?<\/em><\/strong><\/h2>\n\n\n\nI\u2019m so glad you asked. If a brand has gone through the rigorous process of becoming certified for one or more certifications, that\u2019s something that should be celebrated and marketed! Achieving a certification is no easy feat, and it is a point of pride for brands. Brands should absolutely be shouting it from the rooftops that they\u2019ve completed this great accomplishment.<\/p>\n\n\n\n
Again, brands and products are inanimate objects. They can\u2019t shout.<\/em><\/strong><\/h2>\n\n\n\nYou have no imagination.<\/p>\n\n\n\n
Fine. What I mean to say is the hardworking teams behind the brands, who carefully researched and thoroughly completed each step of certification managed a huge undertaking, and did it in the name of showing their consumers that they come first, and that the brands are listening and responding to what consumers need, want, and value.<\/p>\n\n\n\n
So what you\u2019re saying is don\u2019t try to be something you\u2019re not.<\/em><\/strong><\/h2>\n\n\n\nYes. From the literal start of this article, that\u2019s what I\u2019m saying.<\/p>\n\n\n\n
Take the term \u201corganic,\u201d for example. It\u2019s got a high level of popularity and recognition among consumers. But putting the term \u201corganic\u201d on a product is not the same as actually being certified organic, which involves going through the rigorous process as set forth by the USDA organic standards.<\/p>\n\n\n\n
Another example is the rise in consumers seeking out brands from women-owned businesses. To be a certified woman-owned business, 51 percent of the business must be owned by a woman. But there are invariably brands out there that don\u2019t meet that threshold, but will still claim to be woman-owned.<\/p>\n\n\n\n
I see what you\u2019re saying. But why does it matter?<\/em><\/strong><\/h2>\n\n\n\nBecause we live in a world where we have a vast amount of information at our fingertips, and it\u2019s easy to discover whether a brand is being forthcoming in their claims, or if they\u2019re perpetrating a fraud.<\/p>\n\n\n\n
And\u2026.?<\/em><\/strong><\/h2>\n\n\n\nAnd consumers tend to get pretty<\/em> upset when they discover their favorite brands are not what they say they are. As important, the retail buyers who stock those brands tend to get upset as well. When a retail buyer is looking for new products with certain specifications\u2014whether that is flavor profile, packaging size, or, you guessed it, certifications\u2014to add to the store\u2019s mix, they\u2019re going to do their due diligence that a brand or supplier is what\/who they say they are. And if after some research, it turns out those certification claims aren\u2019t accurate? Most likely, the retail buyer isn\u2019t going to try to connect with that brand anytime soon.<\/p>\n\n\n\nI can see how that would be a bad thing.<\/em><\/strong><\/h2>\n\n\n\nYup. Not fun for anyone.<\/p>\n\n\n\n
The upshot is, if a brand is claiming to have a certain certification, they\u2019d better actually have that certification. It should be easy for retail buyers and consumers alike to verify that a brand is who they say they are. If they\u2019re touting to be organic, they should be able to prove they are USDA certified organic. If they are a minority-owned business, they should be able to easily show that their company is, in fact, majority-owned by a person or group who is a minority. If the brand is staking a claim in being non-GMO, Joe Consumer should be able to check to ensure that it\u2019s true.<\/p>\n\n\n\n
So, it\u2019s all about being transparent for retail buyers and consumers?<\/em><\/strong><\/h2>\n\n\n\nThat is a big part of it, yes. But also, brands and suppliers should want <\/em>to be forthcoming and easily confirm that they can back the claims they\u2019re making.<\/p>\n\n\n\nOh? Why is that?<\/em><\/strong><\/h2>\n\n\n\nI\u2019m so glad you asked. If a brand has gone through the rigorous process of becoming certified for one or more certifications, that\u2019s something that should be celebrated and marketed! Achieving a certification is no easy feat, and it is a point of pride for brands. Brands should absolutely be shouting it from the rooftops that they\u2019ve completed this great accomplishment.<\/p>\n\n\n\n
Again, brands and products are inanimate objects. They can\u2019t shout.<\/em><\/strong><\/h2>\n\n\n\nYou have no imagination.<\/p>\n\n\n\n
Fine. What I mean to say is the hardworking teams behind the brands, who carefully researched and thoroughly completed each step of certification managed a huge undertaking, and did it in the name of showing their consumers that they come first, and that the brands are listening and responding to what consumers need, want, and value.<\/p>\n\n\n\n
So what you\u2019re saying is don\u2019t try to be something you\u2019re not.<\/em><\/strong><\/h2>\n\n\n\nYes. From the literal start of this article, that\u2019s what I\u2019m saying.<\/p>\n\n\n\n
And consumers tend to get pretty<\/em> upset when they discover their favorite brands are not what they say they are. As important, the retail buyers who stock those brands tend to get upset as well. When a retail buyer is looking for new products with certain specifications\u2014whether that is flavor profile, packaging size, or, you guessed it, certifications\u2014to add to the store\u2019s mix, they\u2019re going to do their due diligence that a brand or supplier is what\/who they say they are. And if after some research, it turns out those certification claims aren\u2019t accurate? Most likely, the retail buyer isn\u2019t going to try to connect with that brand anytime soon.<\/p>\n\n\n\n Yup. Not fun for anyone.<\/p>\n\n\n\n The upshot is, if a brand is claiming to have a certain certification, they\u2019d better actually have that certification. It should be easy for retail buyers and consumers alike to verify that a brand is who they say they are. If they\u2019re touting to be organic, they should be able to prove they are USDA certified organic. If they are a minority-owned business, they should be able to easily show that their company is, in fact, majority-owned by a person or group who is a minority. If the brand is staking a claim in being non-GMO, Joe Consumer should be able to check to ensure that it\u2019s true.<\/p>\n\n\n\n That is a big part of it, yes. But also, brands and suppliers should want <\/em>to be forthcoming and easily confirm that they can back the claims they\u2019re making.<\/p>\n\n\n\n I\u2019m so glad you asked. If a brand has gone through the rigorous process of becoming certified for one or more certifications, that\u2019s something that should be celebrated and marketed! Achieving a certification is no easy feat, and it is a point of pride for brands. Brands should absolutely be shouting it from the rooftops that they\u2019ve completed this great accomplishment.<\/p>\n\n\n\n You have no imagination.<\/p>\n\n\n\n Fine. What I mean to say is the hardworking teams behind the brands, who carefully researched and thoroughly completed each step of certification managed a huge undertaking, and did it in the name of showing their consumers that they come first, and that the brands are listening and responding to what consumers need, want, and value.<\/p>\n\n\n\n Yes. From the literal start of this article, that\u2019s what I\u2019m saying.<\/p>\n\n\n\nI can see how that would be a bad thing.<\/em><\/strong><\/h2>\n\n\n\n
So, it\u2019s all about being transparent for retail buyers and consumers?<\/em><\/strong><\/h2>\n\n\n\n
Oh? Why is that?<\/em><\/strong><\/h2>\n\n\n\n
Again, brands and products are inanimate objects. They can\u2019t shout.<\/em><\/strong><\/h2>\n\n\n\n
So what you\u2019re saying is don\u2019t try to be something you\u2019re not.<\/em><\/strong><\/h2>\n\n\n\n
![\"how](\"https:\/\/rangeme-blog-images.imgix.net\/blog\/wp-content\/uploads\/Molly-USDA-Organic-Certification-02.png?auto=format%2Ccompress&fit=crop\")
<\/figure>\n","protected":false},"excerpt":{"rendered":"