For years there has been an effort to make organic products, goods and services mainstream for consumption. However, one challenge remains for many organic products and service providers on the Internet: standing out above imposters.

More than a label

Some have fallen victim to the disloyal branding of “healthy” or “natural” products and services, and mistaken them to be organic. After all, when searching online for the best products and services for ourselves and loved ones there is a lot to be distracted by in the traditional online world of top-level domains (what is after the “dot” in a web address, such as .COM), when any company can purchase a web address and claim to be organic, as there is no online verification process for this.

"True organic companies that have been certified can now have a web address ending with the word “organic” to stand out above the untruthful competitors while guiding their customers. It’s simple, descriptive, and powerful."

The internet is, however, entering a new era: hundreds of new top-level domains were launched in 2014 and hundreds more to come in 2015 that will aim to narrow the context of the site that owns the web address. This will provide businesses and organizations more choices in choosing web addresses that best represent who they are and what they do while revolutionizing how consumers search and navigate the Internet.

.ORGANIC (“dot ORGANIC”) is one of these new domains. Instead of a traditional web address (e.g., www.abcOrganic.com), true organic companies that have been certified can now have a web address ending with the word “organic” to stand out above the untruthful competitors while guiding their customers. It’s simple, descriptive, and powerful.

An authentic resource

The power comes from its exclusively: the .ORGANIC domain is available exclusively to organic goods and services providers that are certified or otherwise meet stringent eligibility requirements. Every applicant for a .ORGANIC name is verified before being allowed to use the name. That means that when consumers come to a website with a .ORGANIC address, they can trust its authenticity, lending the organic brand a significant marketplace advantage.

The .ORGANIC domain brings the much needed clarity and differentiation to the organic community. It will soon become a new standard in the organic industry and household knowledge for those who have already embraced an organic lifestyle. Someday soon, consumers will expect organic brands to be on this domain.