Marketing Third Party Labels to Consumers

Marketing Third Party Labels to Consumers

Best practices to leverage certifications at the retail shelf

Certifications go a long way to assure consumers and B2B customers of product quality, brand value and commitment to trust. Third party labels or trust marks, like USDA Certified Organic, Non-GMO Project Verified, Fair Trade Certified or Global Animal Partnership Animal Welfare Certified, are growing. According to the New Hope Network’s NEXT Trends Database, there is a 34% growth in the number of food and beverage products earning certifications. Similarly, data collected from Natural Products Expo 2019 reveals that 78% of new food and beverage products launched carried one or more certification type, and half of all food and beverage products exhibited carried two or more certification types.

I’ve conducted shopper research and manage public relations for labeling programs. As a result, I’ve created some recent thought leadership content on the topic of marketing third party labeling programs to consumers. See the links below, including a podcast and some articles, along with one slide from my presentation during a speaking engagement at the 2019 SupplySide West Show in Las Vegas. Whether you work directly for a labeling program or are a brand that has earned certifications, you’ll likely find some insights below to help your consumer marketing program.

Insights on certifications & labeling programs

• Natural Products Insider | Get more from your third party certifications www.naturalproductsinsider.com/certification/get-more-your-third-party-certifications

• Natural Products Insider | Claims and certifications: What do they mean and who cares? www.naturalproductsinsider.com/claims/claims-and-certifications-what-do-they-mean-and-who-cares

• Natural Products Insider | Exploring claims & certifications from the consumer perspective www.naturalproductsinsider.com/branding-marketing/exploring-claims-and-certifications-consumer-perspective

• Natural Products Insider Podcast | The impact of third-party certifications on shopping behaviors – podcast www.naturalproductsinsider.com/certification/impact-third-party-certifications-shopping-behaviors-podcast

How is your brand communicating that your products are better because they have third party labels?

Hungry for more? Set up a 1-hour virtual consult with Green Purse PR at →→→ www.greenpursepr.com/consult and we'll share our proprietary list of eight best practices + you'll come away with a plan to better communicate the value of your labels to consumers.

- Lisa Mabe-Konstantopoulos, Founder & CEO, Green Purse PR