Organic products represent the fastest-growing sector in agriculture, with annual sales and production sustaining double-digit growth. The number of organic farms in Washington doubled between 1995 and 2004, and sales of organic produce in Washington have increased 35 percent in the last five years. Organic foods are now available in most mainstream grocery stores. To build upon this growth, Tilth Producers of Washington, a non-profit association representing more than 400 organic farmers, launched a campaign to educate Washington residents about the benefits of organic produce. Tilth Producers sought to generate a greater awareness of the local organic foods market, increase sales of organic foods, and establish new organic loyalists among state residents.

PRR worked with Tilth Producers to create a media relations and advertising plan to promote organic food during the fall of 2004. PRR pitched media on the growth of Washington's organic farming industry, highlighting Tilth Producers' member farmers and retailers. PRR offered media stories on the growth of the apple industry, the process of organic certification and what it means, and how buying organic supports local farmers and communities. On the advertising front, PRR orchestrated the purchase of 10-second radio sponsorships that aired on 20 radio stations in the Seattle market. These spots advocated the purchase of organic produce and supporting the organic industry. PRR achieved press coverage in print, radio and TV media. Well-timed stories made Seattle residents more familiar with the local organic produce industry and its role in the local and international food market. Paid radio sponsorships had total gross impressions of 1,081,949. Media outreach resulted in in-depth stories on organic produce and farming in the Seattle Times and two articles in the Woodinville Weekly/Valley View/Northlake News. Broadcast media coverage included the Northwest News Network (NPR affiliates across the Northwest), KING-TV and Northwest Cable News. Online articles featuring Tilth Producers appeared on KING-TV, NWPR and the Seattle Times websites. As a result of PRR's efforts, media coverage garnered 951,180 gross impressions and a total media value of over eight times the cost of the media relations campaign.