Have you noticed that the organic movement is very much defined by what it is not?
Very soon, I fully expect to buy an organic apple and have the following information on the sticker (the sticker that’s two microns bigger than an emoticon):
- Non-GMO
- Fat- free
- Lactose-free
- Casein-free
- Wheat-free
- Sugar-free
- Aspartame-free
- Non-gluten
Have I just identified a whole new wing of marketing?
The non/free angle.
You needn’t define what a product is, merely what it is not. As long as what it is not, is something that society in general would like to feel they are taking a stand against (without actually having to do too much about it). For instance, my next product line (whatever that is and frankly I don’t think it matters), shall be nuclear-free, non-genocidal and 99.9% free of the listeria bacteria. I might even thrown in the phrases “locally made” and “ethically traded” to really cash in.
It might even be a cash BSE-free, non-antibiotic, non-hormone fed cow.
Tentative Equinox North
Tentative Equinox 
Don’t forget the transfat free. And you could throw in carb free….the mayonaise I just bought actually told me this on its front label.
Guilt free. That’s the kicker. You’ll see a million if whatever it is if it’s guilt free.
‘content free’… that’s your basic terrestrial television…
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