The fifth category encapsulates the products that are ‘naturally made’. Arguably, here the natural claim is the most convincing. Think eco-tomatoes, bottled mineral water from a natural wellspring, organic shampoo and biological meat. Contrary to regular products, which are typically produced at large scale industrial sites and packed with chemical conserving and coloring substances, bio-, eco- and organic products are marketed with the claim of being produced in a more natural way. In practice this typically means returning to more traditional smaller scale, less polluting and more sustainable production techniques.
Besides their unique selling point of being naturally produced, the products in this category often use some, if not all, of the biomimicmarketing techniques described earlier. Organic products generally come in green brownish colored packages made of natural materials – like recycled paper bags –, often draped with images of the all-natural substances used in the product (category 1 & 2). Obviously the honest, authentic production process provides its buyers with a more healthy, honest e.g. a more natural feeling (category 3) and last but not least, the natural production process almost immediately implies being more friendly to nature (category 4). Hence, it is no surprise that over the past twenty years naturally made products have gained a significant market share. What started with small farmers markets, operating on idealistic motives, has now become an industry including rules and regulations on when a product may call itself as bio, eco or organic.