Major natural products firms commit to cause-marketing coupons

By Lorraine Heller

- Last updated on GMT

Related tags: Organic food

A nationwide coupon-book initiative that aims to engage natural product consumers with childhood nutrition is in its final stages of set-up, with interested manufacturers able to apply for participation until July 15.

The cause-marketing program, which will involve 100 manufacturers and 1,000 retailers around the nation, is designed to drive product growth while delivering essential nutrients to undernourished children around the world.

Organized by Vitamin Angels, the Organic Trade Association and The Organic Center, the project will distribute one million coupon books to leading natural product retailers throughout the United States. These will allow consumers to save money on branded products while allowing for dietary supplements to be delivered to four million children, protecting them from blindness caused by vitamin A deficiency.

Manufacturers already signed up include Frontier Natural Products Co-Op, Simply Organic, Nutiva, Organic India, Natural Factors, Rainbow Light and Garden of Life. Amongst the retailers that have made a commitment to the project are Whole Foods, PCC Natural Markets and New Seasons.

Branded products to be included in the Unconventional Angels cause-marketing coupon book include dietary supplements, natural personal care products, natural foods and organic foods.

“The Unconventional Angels program brings together for the first time organizations from the ‘unconventional’ organic and nutrition industries to create a consumer-driven promotional program that supports the growth of natural and organic business while also supporting a life-saving effort around the world,”​ said Jeff Markel, managing director of Vitamin Angels.

Less is more

One page inside one million coupon booklets is priced at $10,000, which corresponds to one penny per coupon. Participating manufacturers would also be responsible for redeeming the coupon value. The suggested coupon value is at least $1, with the current national rate of coupon value being 26 percent off the suggested retail price.

The project comes at a time of increased coupon usage as a means to save money in a tight economy. According to research firm NCH Marketing Services, coupon redemption during the fourth quarter of 2008 increased 17 percent compared to the prior year.

As well as gaining exposure for brands through the program, manufacturers could also benefit by capturing customer loyalty via product discounts linked with a good cause, says Vitamin Angels.

“Recent trends show that brands aligned with good causes are experiencing rapid growth amidst the downturn, as they empower consumers to make a donation without making a financial sacrifice.”

In this case, consumers would help one child every time a coupon in redeemed. The project aims to reach four million children around the world at risk for malnutrition and childhood blindness due to lack of Vitamin A in the diet.

Vitamin A

According to the World Health Organization (WHO), Vitamin A deficiency (VAD), is the leading cause of preventable blindness in children, yet it is thought to cause blindness in up to 500,000 children each year.

One high-dose vitamin A capsule, given to a child twice a year for four years is enough to help prevent that child from going blind from VAD, says Vitamin Angels. The cost of this minimal supplementation is only 25 cents per child, per year.

A parallel program by Vitamin Angels – Operation 20/20 – has set the goal of eradicating childhood blindness caused by vitamin A deficiency worldwide by the year 2020.

Coupon participation

The Unconventional Angels coupon books will be printed for distribution in October to tie in with Child Health Month. Click here​ for more information.

Related topics: Suppliers

Related news

Show more

Follow us


View more