My organization is a non-profit group that focuses on the promotion of organic and sustainable agriculture in the Southern Appalachian mountains, as well as North Carolina.
I chose to focus on local competitors. Non-profits for organic agriculture often emphasize the “local” aspect, so they usually seek to target people in their region.
Competitor 1 (non-prominent):
Carolina Farm Stewardship Association
http://www.carolinafarmstewards.org
Who Are They?
Carolina Farm Stewardship Association was founded in 1979 by a group of gardeners, farmers, and consumers to promote sustainable agriculture in the Carolinas. Since then they’ve achieved tax-exempt status, received several grants from the USDA, and participated in political advocacy at the state-level.
Their brand stands for: stewardship, environmentalism, sustainability, advocacy, education
Target Audience
Carolina Farm Stewardship Association’s primarily target-audience are growers/farmers, as well as consumers and businesses in both North and South Carolina.
Features/Benefits of Their Service
CFSA seeks to strengthen the market for local/organic/sustainable agriculture. They do this through advocacy, education, and building. For a consumer, they make it easy to find local, organic food on their website via a search function. From the perspective of local farmers and growers, they offer consulting on organic agriculture.
Product/Service Differences
When it comes to the overall goal, as well as types of services this non-profit provides in comparison to the one I’ll be designing for, there is little difference. However, with the exception of a yearly regional conference, my non-profit is more specific in its focus on the region of western North Carolina and the Appalachian mountains, while CFS is more focused on a larger area (North/South Carolina at the state level). This can open up opportunities for greater connections at a more intimate local level, and something I may choose to potentially emphasize more. My organization also deals less with political advocacy, and more with community, people, and local-based approach.
Client/Customer Characterization
While not communicated in concrete terms on their site, they seem to view their clients as people who agree with their mission and goals, and wish to help further them. These people/businesses may need help in order to do that, and they’re prepared to offer help/consulting to further strengthen the organic agriculture market in the Carolinas. They also, in terms of the consumer, view them as perhaps environmentally-conscious people who wish to help support the organic agriculture movement at either the national or local/state level.
Key Messages
Visual Elements
Earth-tones, greens, reds. Rustic/rugged handmade forms in logo. Primarily sans-serif typography used on the site, with occasional handwritten type for contrast.
Positioning
This group positions themselves as a multi-statewide leader in the advancement of a strong organic agriculture market in the Carolinas.
Differentiate
This group seems to attempt to differentiate by emphasizing their experience (more than 30 years of experience as a non-profit), their membership count of over 2,300, as well as their “active” approach to their goals. They frequently used the word “spearhead” to further emphasize this point.
Financial Condition
They support themselves with grants from the USDA, as well as membership fees. Also, like many non-profits, they rely on donations and volunteer work. Financial condition appears to be sound.
I chose to focus on local competitors. Non-profits for organic agriculture often emphasize the “local” aspect, so they usually seek to target people in their region.
Competitor 1 (non-prominent):
Carolina Farm Stewardship Association
http://www.carolinafarmstewards.org
Who Are They?
Carolina Farm Stewardship Association was founded in 1979 by a group of gardeners, farmers, and consumers to promote sustainable agriculture in the Carolinas. Since then they’ve achieved tax-exempt status, received several grants from the USDA, and participated in political advocacy at the state-level.
Their brand stands for: stewardship, environmentalism, sustainability, advocacy, education
Target Audience
Carolina Farm Stewardship Association’s primarily target-audience are growers/farmers, as well as consumers and businesses in both North and South Carolina.
Features/Benefits of Their Service
CFSA seeks to strengthen the market for local/organic/sustainable agriculture. They do this through advocacy, education, and building. For a consumer, they make it easy to find local, organic food on their website via a search function. From the perspective of local farmers and growers, they offer consulting on organic agriculture.
Product/Service Differences
When it comes to the overall goal, as well as types of services this non-profit provides in comparison to the one I’ll be designing for, there is little difference. However, with the exception of a yearly regional conference, my non-profit is more specific in its focus on the region of western North Carolina and the Appalachian mountains, while CFS is more focused on a larger area (North/South Carolina at the state level). This can open up opportunities for greater connections at a more intimate local level, and something I may choose to potentially emphasize more. My organization also deals less with political advocacy, and more with community, people, and local-based approach.
Client/Customer Characterization
While not communicated in concrete terms on their site, they seem to view their clients as people who agree with their mission and goals, and wish to help further them. These people/businesses may need help in order to do that, and they’re prepared to offer help/consulting to further strengthen the organic agriculture market in the Carolinas. They also, in terms of the consumer, view them as perhaps environmentally-conscious people who wish to help support the organic agriculture movement at either the national or local/state level.
Key Messages
- Organic agriculture is healthier and more sustainable than industrial agriculture.
- A strong network of organic growers and businesses prepared to sell their food is critical in continuing to strengthen the presence of an organic agriculture market in the Carolinas.
- “Traditional” farming (non-organic) is often environmentally destructive.
Visual Elements
Earth-tones, greens, reds. Rustic/rugged handmade forms in logo. Primarily sans-serif typography used on the site, with occasional handwritten type for contrast.
Positioning
This group positions themselves as a multi-statewide leader in the advancement of a strong organic agriculture market in the Carolinas.
Differentiate
This group seems to attempt to differentiate by emphasizing their experience (more than 30 years of experience as a non-profit), their membership count of over 2,300, as well as their “active” approach to their goals. They frequently used the word “spearhead” to further emphasize this point.
Financial Condition
They support themselves with grants from the USDA, as well as membership fees. Also, like many non-profits, they rely on donations and volunteer work. Financial condition appears to be sound.
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