Sadly, the term Organic can mean many things – since the term itself is not federally mandated. As I began to prepare this post I did more reading about the term and definition of Organic, but do keep in mind, nowhere does Avalon Organics state they have Organic Certification. With that in mind, it doesn't seem important to provide the definition of what that means. Instead, this particular Case Study is about... Marketing.
Let's take a look.
Organic Case Study #1 - Avalon Organics
Did you read that paragraph closely? Consciousness in Cosmetics. That is an interesting term. Avalon goes on to explain Consciousness in Cosmetics is the guiding principle behind everything we do at Avalon Organics.
It's in our name: Avalon Organics. We're dedicated to the expansion of organic agriculture and endeavor to select organic ingredients for our products to support the highest ideals of sustainable, organic agriculture, a cleaner environment and good health. Our devotion to Consciousness in Cosmetics defines an unwavering commitment: To create an extraordinary, unprecedented range of products that are inherently pure and safe while expanding the efficacy and vibrantly healthy benefits of natural body care. We honor you with Consciousness in Cosmetics. Take the time to honor yourself.
On May 8th, 2010 I sent Avalon Organics a message using the contact form on their website. This is the message I sent them:
I have seen a few of your products listed on allergy sites as "corn free" and was hoping I could obtain a list of your corn free products. I am interested in finding products that are 100% corn free, meaning the the source ingredients as well (i.e. corn free Vitamin E, citric acid, etc).
Do you have such a list of corn free products?
I look forward to hearing from you.
On May 10th, I received a reply – that became an inspiration to have Case Studies here on Live Corn Free.
Dear Ms. Rosen,
Thank you for taking the time to contact us regarding our Avalon Product. We strive to maintain the highest quality products and appreciate your patronage.
Our plant-based formulations come from a variety of sources and combinations of derivatives and we do not screen our products for traces of corn. Therefore, we cannot specifically guarantee that any of our products are corn-free.
Thank you for your continued support. If we can be of further assistance, please feel free to contact us at 1-800-434-4246, Monday through Friday from 7AM - 5PM Mountain Time.
Consumer Relations Representative
Ref # 2068992
Now, go back and re-read the first paragraph from the "About Us" section. Do you see the phrase "pure and safe"? Now re-read their message to me.
I am posting this as a discussion topic. Rather than tell you my thoughts, I want to hear yours. As a consumer, how does this make you feel? Is this a brand you trust, or did you trust them before? Would you trust them now?
I will leave you with this one thought of mine. If they don't know what's in their product, why would you trust them?