M&M/Mars Ready to Boost Organic Brand

M&M/Mars Inc. has started making strategic inroads to determine how best to market its organic division, Seeds of Change, to a national consumer base. M&M/Mars has owned the organic company for about five years but has done little to enlarge its organic-niche audience.

“They have a huge demographic budget, so you’ll see our name out there,” said Gretchen Uschold, sales manager for Seeds of Change, which is displaying its 100 percent certified organic line alongside traditional M&M/Mars candies at the FMI Show in Chicago. “I get the feeling they want to push more awareness that they own an organic brand. Kellogg, General Mills and Kraft have been doing it, so it only makes sense.”