Last year, Demeter funded and organized a volunteer group to revisit with fresh eyes a question that has challenged our movement for decades:
How do we grow consumer awareness and demand for Biodynamics in the marketplace?
After significant discussion and exploration - including critical feedback from our licensees - it became clear that Demeter needs to hold and cultivate this endeavor to stay true to its mission. To truly enable people to farm successfully, we need to cultivate a healthy marketplace - in other words, we need a public who recognizes the value of what our producers offer, and actively chooses to support them. Certification by itself is not enough; we need compelling education and marketing.
This path has been tried before, and today we have many lessons and elders to inform the thoughtful evolution of market development and education of the public. We are mindful of sustaining a healthy organization while we strive to grow our capacity - including protecting the integrity in the certification program, and fostering strong relationships with each other, with our licensees, and with our allies in the movement.
As a first step in growing Demeter’s capacity for marketplace development, we have invited our volunteer group to join the organization as a standing committee within Demeter; they are now formally serving on the Economic Development Committee. They will support Demeter’s small staff with strategic development, planning, and fundraising. In addition, Zen Nishimura, from ZenBunni coffee, is supporting Demeter as a Creative Consultant to strengthen the brand visuals and brand story. We are grateful to have new perspectives and talents being put to the task, and we are excited to share more as our vision starts to take shape!
In the meantime, please know that we are committed to serving you, our licensees, with marketing and communications support. Although we currently have limited capacity, we still welcome your questions, concerns, and feedback - and we’d love to collaborate with you! Please feel free to reach out to us:
Rebecca Briggs - [email protected]
Chelsea Nolan - [email protected]
Nell Hanssen - [email protected]
Thank you for your patience and support as we grow our capacity for this crucial endeavor. And thank you for believing in Demeter Certified BiodynamicⓇ; we are honored to have you with us!