The people are aware of the GMO foods and use of preservation by the big companies. The tipping point has been reached. The millennials and the senior members are now aware of the jargon of organic foods. The rise of the social media has led to conversations about the food and makes the people in general be apprehensive of the term organic. The advancement in distribution methods is about extension of the shelf life and less processing of foods. A paradigm shift is observed for the people in terms of marketing. There are massive online conversations about what the people must eat. The people are worried that all the products are tainted. More discussions are done by the people as to what is healthy for the people. The consumers are confused today as to what is healthy. A lot of information is available for the people about what is healthy and scary imagery about organic foods is present. Hence, any marketing strategy needs to focus on the production process and community liaisons to prevent the fear from occurring in the minds of the people. The integrated marketing communication for the organic dry fruits is detailed in the following section.