Organic and Natural Experience (ONE)


In the late 1990’s and early 2000’s, Effect Partners was essentially the “field marketing arm” for the organic and natural industry, launching the in-person sampling efforts for emerging organic and natural brands including: CLIF Bar, Nature’s Path, Earthbound Farm, Stonyfield, Annie’s, Amy’s Naturals, Pacific Foods, Luna Bar, Wolfgang Puck and many more. This event marketing for the individual brands was working. However, Effect realized that one individual brand could not make a significant dent in introducing and promoting a new category.  Additionally, most of these very small (at that time) brands did not have huge budgets to do meaningful sampling efforts. With experience in creating campaigns and having a deep knowledge in food, food retail and food’s impact on the environment, we created a “co-op” sampling program and campaign to take up to 30 brands at a time to major mainstream events across the country. The Organic and Natural Experience (ONE) Tour was born. ONE was designed to increase consumer trial, education and product sales for leading organic and natural brands. By combining many brands together under one tent, it allowed these “baby brands” to be able to afford to do sampling and build their brands in key markets.  


Debuting in 2004, Effect worked with the country’s leading mainstream event organizers and negotiated preferable pricing to bring in healthy food sampling options. We then took this list of event opportunities to the CEOs and CMOs of these emerging brands and allowed them to pick which events they wanted to attend. We created a colorful pocket-sized common coupon book that was passed out at every event, whether the company was being sampled there or not.

ONE traveled the country to family/fitness/health-oriented fairs, festivals and expos with carefully selected and highly trained brand ambassadors to drive sampling, product sales and coupon redemption.  The effort was so successful, the ONE tour continued through 2012 and expanded to nearly 25 events in 13 leading organic and natural markets annually. Effect managed the tour, its brand and grocery/event partners, ambassador advocacy network, training, marketing/publicity and tracked the experiential impact. As these emerging brands were bought up by larger companies, the ability for the brands to work together with competitors was made unworkable.


Over the next eight years, Effect grew its participating organic and natural brand partners from seven to more than 30. Direct consumer engagements increased from 350,000 in its first year to more than 750,000; and more than three million coupons were distributed. Even more telling, average coupon redemption rates were a staggering percentage above industry norms, in some cases reaching as high as 20%.  Visibility included earned local and national media placements as well as event publicity, press releases, VIP/backstage product placements and more. When in town, ONE would make appearances at local Co-ops, Whole Foods and mainstream retailers, sampling the ONE brands and growing awareness for these “cool new brands.” Testimonials from brands and consumers illustrated we’d hit the magic combination of gaining trust through an ‘organic’ activation that aided the awareness, understanding and propensity to purchase organic and natural foods. 

Don’t Stop Here

More To Explore


Improving Access to Tasty, Convenient Plant-Based Food

In 2020, Effect Partners formed collective of several leading food advocates to bring iconic plant-based brands to three Bodegas in New York City in an initiative called, Plantega. Our mission is to introduce some of the tastiest flavors in the hottest and healthiest food trend, while also helping brands and small business owners better understand how they can tackle the sector’s most present growth challenge: accessibility.



Disrupting Single-Use Plastic One Cup at a Time

Created by Effect Partners in 2017 and ultimately spinning off on its own in 2018, r.Cup is a rentable, reusable cup system that directly addresses one of the most harmful pollution sources found at live events – single-use plastics and disposables.

Already making an impact, r.Cup was named one of Fast Company’s ‘World’s 10 Most Innovative Live Event Companies’ for 2020, and will soon be expanding its Reuse Movement further into the food service industry to take on the alarming increase of single-use togo container trash caused by the fast growing trend: take out dining.


Vegan Strong

Proving That Plants Have All The Protein You Need

The prevailing belief and obsession among competitive bodybuilding is that animal protein — eating meat and lots of it — is the only way to achieve optimal physique, performance and strength. Effect Partners teamed up with a leading national plant-based foundation to create measurable impact within the competitive bodybuilding and fitness enthusiast communities to debunk this widespread myth, educate them about the proven benefits of a plant-based protein diet for peak performance, and foster a strong community. Essentially, show that “plants have all the protein you need.”