Converted Organics
CASE STUDY
Converted Organics
INDUSTRY: LAWN & LANDSCAPE AND GOLF
Converted Organics is a forward-looking brand and business that produces user-friendly and environmentally-safe fertilizers from recycled food waste.
THE PROJECT
Converted Organics was attracted to Fiore for our proven proficiency in positioning brands that involve sophisticated technology, that are issue sensitive and that answered key consumer and community concerns. With an eye to selling into large gardening and home improvement chains, Converted Organics charged Fiore with fine tuning their positioning and messages and to build relevant, pointed promotions, advertising and PR efforts to educate, inform, and build brand.
THE IDEA
Fiore met that challenge with a refreshed logo, new imagery and messaging, plus dynamic packaging to help set Converted Organics apart from the market-leaders. Fiore implemented several community based programs, elevating understanding of the exposure risks to children in sports programs, to pets and families when using chemical fertilizers on fields, parks and home property. Using Pediatricians, Veterinarians and other professionals as thought leaders, Fiore set out to change the conversation. Fiore also put school fundraising programs in place so schools could raise the monies needed to convert their fields to fully organic fertilizers — having Converted Organics donate fertilizer…making it a win-win program.
The launch resulted in interest from the largest Golf Turf distributors, securing national attention from high-profile golf clubs as the new laws forced the use of organic fertilizers nationally. That spurred further growth from the investment community, development of new and improved technology advancement opportunities and sales into Target, Whole Foods and the top big box retailer Home Depot – making Converted Organics the leading organic fertilizer in the US.