While Cascadian Farm has struggled to establish its brand identity, it has a promising future as part of General Mills. With its long history in organics since 1972 and General Mills' distribution power, Cascadian Farm is well positioned. It is focusing its marketing on "sustenance seekers" who value locality, health, and nostalgia. Cascadian Farm can connect with this audience by sustaining bodies, communities and the earth through initiatives like fighting obesity, sponsoring community programs, and reducing environmental impact.

1. Cascadian Farm Situation Analysis August 4, 2008

2. We are Cascadian Farm.

3. Overview

9. There are different kinds of organic.

10. And is projected to grow by an annual rate of 7.1% through 2012. Organic sales are on the rise. Billion

15. Cascadian Farm operates in two organic sub-categories: grain products and frozen/fruits and vegetables.

19. The organic category affects most food segments.

20. So what does all this mean?

23. Even for the committed, organic may not be enough.

26. Also known as this guy: VIDEO OF GUY WHO HADN’T DRIVEN HIS CAR FOR MONTHS.

28. The mainstream doesn’t know them. The traditional organic consumer doesn’t trust Cascadian Farm.

29. VIDEO OF PPL NOT KNOWING CF

30. Cascadian Farm’s problem is that it lacks a strong brand identity in the mainstream market.

31. Their advertising is focused on print.

32. There are some changes afoot.

33. Cascadian Media Spend: $16.9MM

34. They don’t stand out among the competition.

35. Share of Voice 2007 Total Media Spend: $134.7MM

38. Kashi is outspending: $100.1MM in 2007

39. Meet the rest of the competition.

41. Nature’s Path 2007 Media Spend: $17.7MM

43. Food For Life 2007 Media Spend: $0.09MM

47. But Cascadian Farm has some advantages the others don’t.

49. Cascadian Farm isn’t a household name yet, but they’re close.

52. The organic industry is growing, and the face of the consumer is changing.

54. We’ve identified a new organic consumer.

56. Organic Consumer Segments

57. It’s about the simple things. “ Choices Report – US – May 2006-June 2007,” Simmons

59. Cascadian Farm is connecting with “sustenance seekers.”