Situation: Washington, D.C.-based CropLife America (CLA), also known as CropLife USA, is a trade association that represents the companies that develop, manufacture, formulate and distribute crop protection chemicals and plant science solutions for agriculture and pest management in the United States. CLA is the voice of the industry that ensures the responsible use of pesticides in order to provide a safe, affordable and abundant food supply. The organization needed to fully understand opinions of America’s consumers and food industry leaders regarding organic foods, and assess the effectiveness of CLA’s messaging regarding organics. CLA retained Hanser & Associates for research to tune into American’s opinions on these issues.
Strategy & tactics: The firm began with executive phone interviews to test messages regarding organic foods among a representative nationwide sample of opinion leaders, including industry officials, members of congress and state legislators. We also surveyed 534 consumers (primary grocery shoppers in U.S. households nationwide) via phone to determine the perceived impact and effectiveness of CLA’s strategic message platforms regarding organic foods. We further explored consumer’s grocery shopping habits, preferences and perceptions regarding food taste and price.
Results: The research provided a deep understanding of opinions and perspectives among opinion leaders and consumers regarding organic foods, CLAs ideal messages and channels to communicate those messages. CLA integrated the findings into its communications materials, website and public presentations.