As noted in an earlier post, we’ve coined the term “100% organic software” to help explain Mozilla to people who don’t know what open source is or might not understand why a small public benefit organization is competing with some of the world’s richest and most powerful companies.

This term is very much aimed at a broader audience that probably doesn’t understand the history and nuances of the Mozilla Project, so we like the idea of using a simple, non-technical concept to convey something that’s actually quite complex. If the browsers made by our corporate competitors are like food from factory farms, it’s easy to imagine Firefox as the organic equivalent…tastier, more nutritious, and ultimately better for the world at large.

Of course, the bottom line is that people usually choose Firefox because it’s a better browser rather than because of our unconventional structure, so we’re not planning on making ‘100% organic’ our primary promotional focus. But, from a branding perspective I think it’s important for people to understand what Mozilla is all about, and how that plays a key role in making Firefox the way it is. The browser market will only get more intense, so it’s important for us to establish a clear identity…cool new features are easily copied, but I don’t see our competitors becoming open source, non-profit organizations any time soon.

To help flesh our this concept, we’ve created a new landing page on Mozilla.com. It’s currently linked to from some new banner ads, and will also be referenced on the soon-to-be live updated homepage when it’s ready. Here’s a quick screen shot, but if you’re interested it’s definitely worth checking out the full page too: