Campbell Soup Company studied the organic market for several years before shipping its first organic product to stores in September 2003. “After looking at decade of data it [organic food] is clearly not a fad. We felt we needed to get in,” said Dae Lee, Campbell’s marketing manager, organic. Until last year, U.S. corporations had generally avoided organic versions of flagship brands, perhaps fearful of confusing consumers or muddying brand equity. But research by Campbell prior to ...

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