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Arterra, Organic Marketing

So, we're all into Arterra, really. We love their color schemes, their greeniness, and their marketing in general. We were reading the latest issue of Dwell (the "green" issue, and it's awesome) and saw this ad (recreated above) that shows a clean, modern kitchen with cool, yellow, eamesish stools, and the words "buy organic." and then a description of Arterra below. The text is pretty standard pretentious, "You're a conscientious consumer. Independent. Responsible. Aware..." but then it threw us for a loop with "Arterra is located in San Francisco's most desirable new neighborhood - Mission Bay." Huh? We didn't get that memo. But we're sure it was on recycled paper.
· Arterra [ArterraSF]
· Selling Clean [Curbed SF]