Shopping Our Values with Phillip Haid and Caleigh Farrell

Mission Forward with Carrie Fox · Nov 5, 2026 · 39m

In 2025, Public Inc. asked shoppers how much a label reading "certified organic" would move them. The answer was not much.

This year they asked again, with the label rewritten to say "grown organically to be safer for you and your family." Same product, same standard, seven more words, and the claim's performance jumped. Anyone who has sat through a marketing meeting knows the rule those words break: always cut… never add. Public's CEO Phil Haid and VP of Research Caleigh Farrell have come to believe the extra words are all that matter: tell the shopper why this is good for them, today.

That…