Organic Chcoloate Everyday Organic Chocolate

Organic Chcoloate Everyday Organic Chocolate Mission Statement The Everyday line of chocolate bars will address the dual market demands for a healthy alternative organic chocolate product and, simultaneously, for an organic chocolate product that is competitively priced. Using the products offered by mainstream rather than organic chocolate, Everyday will attempt to place a product on the shelves which is an organic counterpart to popularly embraced brands.

This ambition makes the Everyday chocolate bar a totally unique entity in the marketplace, appealing as it does to many of the growing and harvesting techniques which distinguish the health and environmental soundness of organic farming practices, and yet simultaneously demonstrating a greater interest in meeting the economic needs of the general buying public. According to current research, growing techniques for organic chocolate offer distinct ethical advantages over traditional methods.

Accordingly, "organic cocoa is cultivated on small plots under a shade canopy that preserves critical elements of the native tropical forests. Biologists have determined that this environmentally sound method of farming helps to maintain bio-diversity and protect the winter habitat of millions of migratory songbirds." (OTA, 1) This serves as just one ethical impetus for a product this is driven by the mission to improve the health and environmental conditions surrounding an affordable candy bar line.

The ambition is to promote organic chocolate and its implied benefits outside of historically niche markets. One year marketing objectives include a penetration of U.S. sales markets, where it is predicted that by 2011, the organic chocolate market will have experienced a 71% increase in sales over five years. It is the ambition of Everday to have accounted for every 20th bar of chocolate bought in the United States by that juncture.

This would make for a market share of 5% by 2011, which would in all likelihood make Everyday the biggest organic player in the.