Green Mountain Compost
CSWD

Earning kudos for communication during a brand crisis

The Chittenden Solid Waste District is a municipality created by the State of Vermont. CSWD’s mission is to reduce and manage the solid waste generated within Chittenden County in an environmentally sound, efficient, effective and economical manner. 

To fulfill its mission, Chittenden Solid Waste District assumed the functions of a local compost project after it was closed by the state. A new state-of-the-art facility was built away from river flooding to support the expanded production of organic compost — with the goal of creating a financially and environmentally sustainable means of recycling a large volume of organic materials.

Focus Areas

Energy & Environment

Government Agencies

Related Services

Brand Strategy & Positioning

Integrated Marketing Communication

Traditional Marketing

How We Helped

We began by conducting market research to develop a marketing plan and a new brand for the organic compost. A new trademark, packaging, business-to-business and consumer marketing materials were developed with the CSWD staff. Pricing tiers and messaging were developed for each customer segment.

Brand Strategy & Positioning

A new brand for CSWD's organic compost was developed after a competitive brand audit and assessment. The development of a brand logo, color palette, verbal identity and messaging guide established the foundation for the product launch materials.  

Green Mountain Compost brand identity

The Challenge

Shortly after the launch of a new brand for the organic product, persistent herbicides were detected in the compost, which led to a product recall. The stakes were high with potential public health impacts and financial damages to consumers, retailers, and landscapers, in addition to the municipality (and the State of Vermont). 

Crisis Communication

The presence of persistent herbicides in the compost and subsequent product recall led to an unexpected crisis communication effort to protect the public and retailers’ confidence in the new brand.

Marketing Partners was asked to join the CSWD team in a 24/7 crisis communication effort to determine the facts, issue a product recall, communicate as much as we knew as soon as we knew it, and to the extent possible, protect the public and retailers' confidence in the new brand.

On CSWD’s behalf, we worked closely with state and national public health officials, chemists, soil scientists, officials from multiple state agencies, and (many) lawyers for months. Audience-specific messaging was coordinated, consistent, and reported extensively in traditional and social media.

GMC packaging samples
 

Kudos from Unlikely Sources

In the aftermath of the crisis surrounding the presence of persistent herbicides detected in the compost, CSWD’s public communications earned the district kudos for its ‘model customer service’ and ‘responsible behavior’ from media throughout New England.


Green Mountain Compost press clips

Impact

  • The initial Green Mountain Compost launch exceeded goals.

  • In the aftermath of the crisis surrounding the presence of persistent herbicides detected in the compost, CSWD’s public communications earned the district kudos for its ‘model customer service’ and ‘responsible behavior’ from media throughout New England.

  • As production allowed, Green Mountain Compost products were re-introduced to the market, with full product availability and sales a year later.

  • A clear indicator of business customer and consumer confidence has been strong GMC product purchases by retailers, distributors, and consumers.

healthy shrub with produce