You can now get a .organic web address - but should you?

Much like the organic movement has carved out a dedicated space in many grocery stores, it may next take over its own little corner of a much larger entity—the Internet.
 
Afilias, the world’s second-largest domain registry, is giving qualified brands, retailers, farmers, restaurants and organizations that focus on organic the opportunity to register for a website URL that ends in .ORGANIC, instead of the traditional .COM. This is possible thanks to the Internet Corporation for Assigned Names and Numbers (ICANN), which in February approved 100 new generic top-level domains (TDLs) including dot-organic, dot-careers and—interestingly—dot-ninja.
 
The potential benefits of having a dot-organic website are obvious: It would enforce association of certain brand names with the organic label while also helping consumers identify the “real” organic products on the Internet. But there are logistical concerns: How will the organic TLD be regulated? How much will it cost companies? Will the integrity of organic be preserved?
 
We went straight to the source and posed these questions to Roland LaPlante, Afilias’ chief marketing officer, and Meg Watt, the brand manager for dot-organic.
 
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Posted on Date:
Monday, October 27, 2014
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