Case Studies — USDA BioPreferred

USDA Biobased Label and other Biobased Marketing Experience

We assisted the USDA in the February 2011 launch of their new voluntary "USDA Certified Biobased" consumer label. The label helps consumers identify products made from agricultural-, forest-, and marine-based alternatives to petroleum-based materials.

As part of this two-year assignment, we spearheaded the strategic design of the label, a process which involved benchmarking relevant eco-labeling programs, conducting interviews with a broad range of stakeholders and consumers, guiding the work of graphic designers, and preparing introductory marketing plans. We also led the development of the strategic branding process, helping to identify the brand's vision, mission, essence, and positioning. We authored the Brand Guides and Specifications for labelers, and helped to introduce the label at public conferences and other forums.

This complements work that we have performed for other voluntary government ecolabels, including the United States Environmental Protection Agency's Energy Star®, Design for Environment and the SmartWay Transportation labels. We are currently offering our biobased expertise to the many companies who are signing on now to certify their products as USDA Certified Biobased.

"I want to thank you for your superlative work. You consistently added value by helping USDA figure out the critical, sophisticated, and often difficult aspects of implementing our new voluntary product certification initiative. You have done tremendous work in helping keep the BioPreferred program relevant and in finalizing and launching USDA's biobased product certification effort. I can't thank you enough for your efforts." — Kate Lewis, Deputy Program Manager, BioPreferred, USDA

For more information, link here:

Note: We have extensive experience advising manufacturers of biobased products, including Stream Source, manufacturers of household products made from Natureworks' Ingeo (now sold at WalMart), and Lenzing, makers of Tencel and Modal fibers made from cellulose.

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