Heifer International
Sustainable Brand Expansion for Heifer International

Problem
Heifer International is a non-profit organization whose goal is to help end world hunger and poverty through self-reliance and sustainability. Though Heifer International has been around for more than 60 years with projects in more than 55 countries, its awareness in the U.S is very low compared to other major non-profit organizations. Building top-of-mind awareness, explaining Heifer's mission and increasing revenue were mandates.

Solution
Most brand licensing programs are based on leveraging the brand’s awareness. For Heifer International, awareness levels were under 10%. Given that figure, LMCA focused on leveraging the exceptional integrity of Heifer International and the uniqueness — the surprise value — of affiliation with this organization. LMCA’s model was to create relationships with key licensees who made significant four-year advertising commitments in return for exclusivity and a reduced royalty during the development period.

Results
LMCA identified key launch categories — and licensee partners in each — that naturally fit the Heifer International brand, mission and expertise. Included in the initial list are gardening products, farm products, healthy foods and beverages, organic apparel, camping equipment and pet care products. While still in its infancy, a strong program foundation has been set and the organization has experienced growth in its pool of contributors.

Future licensing will extend Heifer International into certification programs, retail store partnerships and travel experiences, all designed to support the organization’s mission of ending hunger and caring for the earth.