Explore Coverage

Living Maxwell

Company Stories

Trailblazing Marketing and Communcations Firm Christie & Co. Celebrates its 30th Anniversary

(The brain trust of Christie & Co — from l. to r., Alissa Sears, vice president of strategy & navigation; Gillian Christie, founder/CEO)

—-

When people think of the pioneers in the natural products industry, the founders of iconic CPG brands often come to mind.

However, what cannot be forgotten is that a select number of very savvy people were working behind the scenes to popularize these companies, in the media and with consumers, through storytelling. And without them, the success of the organic food sector would not be where it is today.

One such individual is Gillian Christie, the founder/CEO of Christie & Co., a marketing and communications firm based in Santa Barbara, CA. Along with her daughter Alissa Sears, vice president of strategy & navigation, Gillian leads this full-service agency, which has just celebrated its 30th anniversary.

The firm is dedicated to helping ethical brands take their Dream to Mainstream, through conversion market research, brand architecture, PR strategy and award-winning designs. Over the past three decades, it has been responsible for spotting and helping to introduce key trends, impactful companies and memorable campaigns.

I recently caught up with Gillian Christie, as she reflected on her time in the industry, witnessing its growth from very niche to mainstream success.

What prompted you to start working with organic and ethically-minded companies in 1992? This was very ahead of its time.

The simple answer is: why would I, or any agency, want to support and grow an unethical brand whose success could hurt any life, human or botanical?

In the 1960s, I was greatly influenced by my father, Peter Christie, one of America’s pioneering Bauhaus architects, from whom I learned that you can build eco-functional structures, from homes to hospitals, that utilize natural resources. I applied this philosophy to marketing, building ethical concepts and innovations using the least amount of resources; however, not just material resources. Thought and consumers’ attention are resources to respect.

What were some of your big “wins” over the past 30 years?

So many, from introducing wellness ingredients such as stevia, yerba mate, rooibos, guayusa, moringa, aronia and baobab to launching branded products from food and beverage companies to green building, alternative energy and agriculture.

All are important. All have made life better in their respective category.

What do brands not fully appreciate or understand when it comes to marketing and PR?

What is most overlooked is understanding human emotion and reaction, and observing what truly motivates a human decision, a technology we have deeply researched and mastered.

Most marketing is based on purchase decisions, SEO or marketing force, through tracking and assumed purchasing motivation. However, one must dive deeply into consumers’ current choices and the real reason behind these.

We did a research project for a vegetarian baby formula with American moms who were health food shoppers. There was this brand assumption that because they shopped at a natural store, they would automatically buy a healthy, plant-based baby formula. Yet, this was not the case.

As it turned out, moms purchased a chemical formula provided at the hospital because it was cheaper, not because it was good for their babies. Lesson learned — never assume.

When it comes to your business, what are you most excited about looking ahead?

The opportunity to continue supporting ethical brands, innovation and evolving global heritage companies whose current and future success will better the world.

Also, that our business model, Making Peace Profitable, will become the leading business model with a majority of companies, aligning with our Peace Forward code, and our civilization will evolve to respect all life. Additionally, I am very excited about the evolving business growth and strategies with our AdVentures Academy.

Stay tuned, too, for our radio show, podcast and Peace Museum, all of which is in development.

Your personal motto for success is……

Communication is the universal solution. Use it wisely and respectfully.

Thank you, Gillian! Congratulations on an amazing three decades and for making such a positive impact on our community and our planet. It is a privilege to know you.  

A message from E3Live

"My Everyday, Must-Have Green Organic Aquabotanical"

The best testimonial that I can give is that I drink this every single day, as it impacts my mood in an incredibly positive way.

E3Live + BrainON is certified organic, fresh-frozen AFA (Aphanizomenon flos-aquae) with a concentrated, aqueous, organic extract of Phenylethylamine and Phycocyanin.

Learn more.

Go deeper

Living Maxwell

Company Stories

Top 5 Organic Products of Fancy Food Show 2022

For the first time in three years, the Fancy Food Show returned to New York City, and as usual, it was a spectacular show.

While walking around the show on the first day, I was getting a bit concerned that I wasn’t going to find some stellar new organic products. But by the end of the show on the third day, I completely changed my mind.

Some of the new organic products that I discovered have the potential to be very large, well-known national brands, and the innovation that I saw was outstanding. Additionally, narrowing this list down to just five products was incredibly challenging. It easily could have been ten.

Here are my Top 5 Organic Products of Fancy Food Show 2022.

Go deeper Arrow

Living Maxwell

Company Stories

ECOrenaissance by Organic Industry Pioneer Marci Zaroff is a Very Inspirational Read

When it comes to the organic textile business, serial entrepreneur Marci Zaroff is a true visionary — and I do not use this word lightly.

In 1995, Marci Zaroff coined and trademarked the termECOfashion® and launched Under the Canopy, which pioneered the market for organic and sustainable apparel and home textiles. Additionally, she helped create the Global Organic Textile Standard (GOTS).

Most recently, Marci Zaroff founded and is the CEO of MetaWear, the first “sustainable style” GOTS and Cradle to Cradle Certified cut and sew manufacturer in the world for organic and eco-friendly apparel. In addition to that, she is the founder of Farm to Home, producer of THREAD / Driving Fashion Forward, and co-founder of the Institute for Integrative Nutrition, Good Catch Foods and BeyondsBrands.

This organic trailblazer just launched her first book called ECOrenaissance: A Lifestyle Guide for Cocreating a Stylish, Sexy and Sustainable World, and I caught up with my good friend to speak with her about it.

Go deeper Arrow

Organic Insider

Company Stories

Upset Over Policy Differences and that Major GMO/Chemical Companies are Members of the Organic Trade Association, Nature’s Path Quits the Organization as a Protest to Save Organic

* Iconic cereal brand Nature’s Path has quit the Organic Trade Association (OTA) as a protest to save organic.

* The company says the OTA “is not working in step with organic advocates to protect and strengthen the original principles of the organic movement” and is not acting with sincerity when it comes to hydroponics, the most divisive issue in organic.

* BASF and Cargill have been granted membership in the OTA, even though their GMO and chemical products “are actively harming” organic farmers.

* The OTA defends its governance, transparency and organic agenda.

For some people, having BASF — one of the world’s most powerful chemical and GMO companies — as a member of the Organic Trade Association (OTA) is not a problem.

For Arran Stephens, CEO and Co-Founder of the fiercely independent, family-owned Nature’s Path, this was something that he could no longer tolerate.

Go deeper Arrow
livingmaxwell: a guide to organic food & drink