Marketing of Green Space Inc.: Consumer Analysis and Product Promotion

This report analyzes the marketing strategies of Green Space Brands Inc., a Canadian company specializing in organic food products, particularly for infants and toddlers under the brand LOVE CHILD Organics. The report includes a company profile, industry overview, and competitor analysis, highlighting key players like Daiya Foods and Earth’s Own. It details a case study involving a client, Jennifer Schwimmer, and her needs as a mother of two, focusing on the benefits of organic baby food. The report also discusses the advantages of organic food, including its nutritional value, reduced pesticide exposure, and positive environmental impact. Finally, the report touches upon promotional materials such as brochures and company websites to reach consumers. The assignment covers the company's marketing approaches, the importance of organic products, and the strategies for reaching target customers like mothers with young children. This report is designed to provide a comprehensive understanding of the marketing of Green Space Brands and its approach to promoting organic food products.

Running Head: Marketing of Green Space Inc.
Marketing of Green Space Inc.
Name of the Student
Name of the University
Author Note

1Marketing of Green Space Inc.
Table of Contents
Task Two....................................................................................................................................2
The Profile of the Company...................................................................................................2
About the Industry..................................................................................................................2
Main and Secondary Competitors of Green Space Brands....................................................3
Task Three..................................................................................................................................4
Task Four...................................................................................................................................5
References and Bibliography.....................................................................................................9

2Marketing of Green Space Inc.
Task Two
The Profile of the Company
Green Space Brands Inc was founded in the year 2013 and it is headquartered in
Toronto, Canada. It operates in the industry of consumer products within the sub industry of
packaged food. It is engaged with the developing, marketing and manufacturing of food
products. It offers various food products like dairy products, meat, yogurt and other food
materials and serves the customers of Canada. The mission of Green Space Brands Inc is to
create those products which helps to inspire and improve the lives of the consumers with
simple ingredients, practices of traditional farming and making an innovative branding.
Recently, this company has launched some of their own brands for the purpose of continuing
their journey for looking out for new opportunities so that their family can be expanded. The
brands of Green Space Brands Inc include- LOVE CHILD organics, CENTRAL ROAST,
CEDAR, GOVEGGIE and Riot EATS ORGANIC (GreenSpace Brands, 2020). Moreover,
the team consists of individuals which are passionate and believe in the power of better and
are continually striving to innovate the simple things without much complications.
About the Industry
Green Space is a Canadian based brand which markets as well as sells natural and
premium food products to the consumers across North America. It is a producer of 100
percent organic foods for infant and for the toddlers. Along with this, it owns another brand
which deals with nut and seed mixes and other brands deal with Canadian based cold juice
business and it is one of the leaders in the US plant based cheese market. All the products of
this company are wholly owned and retail in a variety of retail grocery stores in various
locations of Canada (Inc., 2020). Recently, in this year the Green Space Brands changes its
terms of the Private Placement which was announced previously after the resignation and the

3Marketing of Green Space Inc.
appointment of the directors. It has also announced its restructuring and debt extension after
equity offering at the end of the process of strategic review. During the year 2019, the Green
Space Brands announced its closing of the additional advance of standby under the agreement
and issuance of loan fee shares. At the same time, it is also working on its extension to ABL
Debt facility (Press Releases, 2019). Thus, it can be inferred that Green Space Brands is a
growing company with prosperous future aspects.
Main and Secondary Competitors of Green Space Brands
The competitors of Green Space Brands are (GreenSpace Brands, 2020)-
 Daiya- Daiya Foods is one of the top competitors of Green Space Brands and it was
founded in the year 2008 and it is headquartered in Vancouver, British Columbia. It
also operates its operations in the food processing sector and has more employees
than that of the Green Space Brands.
 EDLOND Diary Technologies- It is another rival company of Green Space Brands
and it was founded in the year 1993 in Elk Grove Village in Illinois. It also operates in
the food industry and it generates revenue which is $114.1M more than the brands of
the Green Space Brands.
 Earth’s Own- Earth’s Own has been considered as the top competitor of Green Space
Brands. It is private company and was founded in the year 1995 and it is also
headquartered in Vancouver, British Columbia. It operates in the field of food
processing and has more employees as compared to Green Space Brands.
The other competitors of Green Space Brands include Violife, Postal Instant Press, Kite
Hill, Mastergraphics, Culture Fresh Foods, Nature’s Path and Plastic Surgery Associates.
These are the top 10 competitors of Green Space Brands and together they have raised 86.5M

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revenues with their estimated employees of 1.4K whereas, the Green Space Brands has only
63 employees and it has been ranked 7th among its top 10 competitors (Galie, et al., 2018).
Task Three
o Name of the Client- Jennifer Schwimmer
o The profile of the client-
Age- 38 years
Place- Toronto, Ontario
Marital Status- Married
Occupation- School Teacher
Income- $66,000 per year
Number of Children- 2 children with 1 boy and 1 girl
Age of the Children- Age of the boy is 5 years and the age of the girl is 2 years
o Purpose of the meeting with the client
The Green Space Brands deal with the manufacturing and selling of organic food
products all over Canada and they have several brands of their own. Among those
owned brands of Green Space Brands, one of the brands deal with the food products
of infants as well as the toddlers and name of that brand is LOVE CHILD Organics.
Currently, the company adopting several strategies for the purpose of advertising and
promoting of these baby food products. As the product is for the children so their
targeted customers will be parents, specially the mothers. Therefore, in order to get in
touch with the customers they have started a survey and this survey is being
conducted by going and visiting the homes of the individuals in the different cities of
Canada. Here, the survey is being done with a school teacher and a mother of two
children named Jennifer Schwimmer who is a resident of Toronto. The survey team

5Marketing of Green Space Inc.
has approached to her at her home for giving a brief about the products and how it is
beneficial for her children. The team has explained all the food values about the
products which is beneficial for her children at this stage of their growing phase
(Barros, Araujo & Rossetti, 2015). Therefore, in this way the team of Green Space
Brands is approaching to their potential customers so that they can convince them and
turn them into their customers along with this they are collecting feedback from their
customers so that changes and modifications can be made accordingly for future
development.
o They are arranging the meeting at client’s residence.
o If multiple prospect, wife is the decision maker.
o The additional information that is required is whether they focus on real food with
fewer artificial ingredients. Children between ages 9 to 18 months go over a switch
from taking most of their nutrition need from milk from breast. This transition is not
only gone through by children, parents also go through the same. Many parents
question about how will make the transition for parents.
Task Four
In order to solve the problem, baby organic food will be sold by company to fulfill the
customers’ need. Organic food give support to the brain of growing children. Children are
baby and more vulnerable to toxins, so even there are low levels of pesticides that could
distillate more vastly in their bodies than in adults (Teng & Wang ,2015). Organic food are
more nutritious. Moreover, eating food which are organically grown is more healthy. Many
research have revealed that organic fruits and vegetables have greater levels of anti-oxidants
than conservatively produced food. Organic samples food have two to three times more
vitamins. Some study shows genetically modified food makes up eighty per cent of the

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average person’s food consumption. “Organic” depicts the technique to grow and process
agricultural products. From country to country the regulations vary. “Organic livestock”
increased for eggs, dairy and meat products that must have give access to the outside and be
given organic feed. Eating organic food may decline the risk of cancer. It has been considered
by the US “Environmental Protection Agency” (EPA) that sixty per cent of herbicides, ninety
per cent of fungicides and thirty per cent of insecticides that could potentially cause cancer. It
is rational to think that the rapidly rising cancer rates are at least partially connected to the
use of these “carcinogenic pesticides”. “Organic farming” is healthier for the environment
and that support biodiversity. Therefore, to support sustainable farming methods which are
friendlier to the earners many people use processed and organic grown food and at the same
time it supports greater biodiversity. Organic method adds composting, rotation of crop and
use of insects and natural substances to control pests that may otherwise give injury to crops
(Bryła, 2016). Less loss of top-soil have been there in organic farms and that produce less
amount of pollution than conservative farms. Food production which is not organic is
engrossed on high yield monoculture and damages biodiversity. “Organic” farm are at a safe
place for farm workers. Study at the “Harvard School of Public Health” found a seventy per
cent rise in Parkinson’s disease which are among people unprotected to pesticides (Lee &
Yun, 2015). If organic food has been chosen this means that majority of the people will be
able to work on farms without experiencing the greater potential health risk of Parkinson or
other illnesses (Galie, et al., 2018).
The benefits of organic food are as follows (Munim, et al., 2017):
“Genetic modification” of food is still new and it is not known whether it is safe or
not. What is the way of growing of food and how the food is raised have a key effect on
people’s mental health and physical health. “Organic” foods have more favorable

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nutrients such as “antioxidants” than their conservatively grown counterparts and people
who have allergies to chemicals, foods or preservatives often find that their symptoms
reduce or leave when they have just “organic” foods. “Organic” food comprises less
pesticides. Chemicals like fungicides, herbicides, insecticides are broadly used in
conservative agriculture and rests stay on the foods that have been eaten. “Organic” food
is fresher as it does not comprise preservatives that make it go for the longer time.
“Organic” food is produced on smaller farms near where the food is sold. “Organic
farming” is way better for the atmosphere. “Organic farming” practices diminish
pollution, preserve water, lessen erosion of soil, raising fertility of soil and practice less
energy. Deprived of pesticides farming is also healthier for animals and birds who are
nearby as well as people who stay nearby to farmhouses.
Animals which are raised organically, are not provided antibiotics, growing hormones
or fed animal byproducts. “Feeding heifers animal byproducts” raises the danger of “mad
cow” disease and the usage of antibiotics can produce antibiotic resilient straining of the
animals which are organically raised are provided many space to get the admittance to the
outside which benefit to keep them fit. A study in 2016 shows that certain nutrients level
which includes “omega-3 fatty acid” were up to fifty per cent greater in organic meat and
milk than in conservatively raises versions. “Organic” food is Genetically Modified
Organisms (GMO)-free. “Genetically engineered” (GE) foods are florae whose DNA has
been changed in methods that cannot arise in old-style crossbreeding which is most
common to be unaffected to pesticides or generates an “insecticide”.
“Brochure” is a small magazine which contain pictures and information about a
service or product (Basha et al.,2015). This paper document gives information which is
used to give advertise that can be crumpled into a template or leaflet or pamphlet.

8Marketing of Green Space Inc.
“Brochures” are the documents that help to promote which is mainly used to present a
company, organization, services or product and inform potential consumer, members or
the public of the benefits. It is a piece of paper that is generally folded up which gives the
information about the product or services to the new customers. The information about
the product of the company Green Space Brand will be in the brochure produced by the
company itself. Again the information about their product will be on the website of the
company. The customer may visit the company’s website and they will get all the
information about the product that they will be launched very soon. If the customer wants
to know about the product it would be advisable that they check the company’s website.
By using graphs and table, it would be easier to visualize how the product is performing
in the market.

9Marketing of Green Space Inc.
References and Bibliography
Barros, J., Araujo, M., & Rossetti, R. J. (2015). Short-term real-time traffic prediction
methods: A survey. In 2015 International Conference on Models and Technologies
for Intelligent Transportation Systems (MT-ITS) (pp. 132-139). IEEE.
Basha, M. B., Mason, C., Shamsudin, M. F., Hussain, H. I., & Salem, M. A. (2015).
Consumers attitude towards organic food. Procedia Economics and Finance, 31, 444-
452.
Bryła, P. (2016). Organic food consumption in Poland: Motives and barriers. Appetite, 105,
737-746.
Fernández-Ferrín, P., Calvo-Turrientes, A., Bande, B., Artaraz-Miñón, M., & Galán-Ladero,
M. M. (2018). The valuation and purchase of food products that combine local,
regional and traditional features: The influence of consumer ethnocentrism. Food
Quality and Preference, 64, 138-147.
Galie, S., Garcia-Gutierrez, C., Miguelez, E. M., Villar, C. J., & Lombo, F. (2018). Biofilms
in the food industry: Health aspects and control methods. Frontiers in
microbiology, 9, 898.
GreenSpace Brands. (2020). GreenSpace Brands. Retrieved 9 March 2020, from
https://www.greenspacebrands.ca/
Inc., G. (2020). GreenSpace Brands announces extension of conditional approval for
previously announced Private Placement equity offering. Newswire.ca. Retrieved 9
March 2020, from https://www.newswire.ca/news-releases/greenspace-brands-
announces-extension-of-conditional-approval-for-previously-announced-private-
placement-equity-offering-808838407.html

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Lee, H. J., & Yun, Z. S. (2015). Consumers’ perceptions of organic food attributes and
cognitive and affective attitudes as determinants of their purchase intentions toward
organic food. Food quality and preference, 39, 259-267.
Munim, A., Rod, M. R., Tavakoli, H., & Hosseinian, F. (2017). An analysis of the
composition, health benefits, and future market potential of the Jerusalem artichoke in
Canada. Journal of Food Research, 6(5), 69-69.
Press Releases. (2019). GreenSpace Brands. Retrieved 9 March 2020, from
https://www.greenspacebrands.ca/2019-press-releases/
Seidel, K., Kahl, J., Paoletti, F., Birlouez, I., Busscher, N., Kretzschmar, U., ... & Baiamonte,
I. (2015). Quality assessment of baby food made of different pre-processed organic
raw materials under industrial processing conditions. Journal of food science and
technology, 52(2), 803-812.
Teng, C. C., & Wang, Y. M. (2015). Decisional factors driving organic food
consumption. British Food Journal.