As manufacturers buy green brands, pressure builds to mount more transparent campaigns
Consumers might be surprised to learn the number of organic brands thriving on images of family farms and small-town living that are actually owned by the major food manufacturers. Beloved organic brands like Back to Nature, Cascadian Farm, and Odwalla are owned by food processing powerhouses like Kraft, General Mills, and Coca-Cola - although these affiliations are often not mentioned as part of the organic brands' communications strategy.
Large ...