Organic and EcoLabels in the Market

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Organic and EcoLabels in the Market

• Organic Trade Association
• Board Retreat
• July 19, 2007

Cynthia Barstow President, Seed to Shelf
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Natural

• food that has undergone minimal processing and
  contains no preservatives or artificial additives

-Merriam-Webster's Online Dictionary 2007
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• What's Natural? Burt's Bees Asks Rivals to Adhere
  to Its Definition
• Jack Neff Advertising AgeMay 29, 2007
• The big problem facing natural personal-care
  products is that the term "natural" technically
  means nothing.

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• The Consumer Reports study found 86 percent of
  those surveyed expect the "natural" label to mean
  that processed foods do not contain artificial
  ingredients. Still, the group said many
  manufacturers call their products natural foods
  even though they contain artificial sugars and
  oils. Doering, Christopher Americans support
  use of meat-origin labeling poll Reuters July
  11, 2007

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The Labels

• How are we different from USDA's Certified
  Organic Program?
• Besides our affordability and higher standards,
  Certified Naturally Grown stands apart because
  we
• Answer your questions about farming practices,
  unlike the USDA Organic certifiers which are
  forbidden from giving advice
• Rely on farmer-to-farmer inspections
• Employ random testing for chemical pesticide
  residue (at no cost to farmers)
• Maintain complete transparency by posting online
  each farm's certification documents
• 500 farmers from 47 states are currently
  enrolled.

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Sustainable

• of, relating to, or being a method of harvesting
  or using a resource so that the resource is
  not depleted or permanently damaged

-Merriam-Webster's Online Dictionary 2007
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Sustainable

• 48 indicated that they would choose a product
  that was grown using "sustainable agriculture
  practices.
• Source Natural Marketing Institute 2006
• 54 claim any familiarity at all with the term
  "sustainability.
• 93 operate in everyday life with varying degrees
  of what we have come to think of as
  "sustainability consciousness." 
• 71 say they are "somewhat likely" or "very
  likely" to pay a 10 premium for sustainable
  products.  Source The Hartman Report on
  Sustainability Understanding the Consumers
  Perspective May 2007

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Retailers and Sustainability

• FMI Sustainability Group Seeks to Frame Issues
• May 9, 2007
• MARK HAMSTRA
• Supermarket News
• Food Marketing Institute staged the first meeting
  of a new Sustainability Task Force at the FMI
  Show here yesterday.
• The task force will seek to frame the issues
  involved in sustainability and help individual
  retailers develop their own sustainability
  initiatives.

• Jan 19 2007
• Tesco USA to Install 13 Million Solar Roof
• Retailing Today
• The fourth-largest retail chain in the world, is
  installing a 13 million solar roof on its
  five-building, 820,400-square-foot distribution
  center

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The Labels

• Protected Harvest
• is dedicated to advancing and certifying the use
  of environmentally and economically sustainable
  agriculture practices.
• The Food Alliance
• promotes sustainable agriculture by recognizing
  and rewarding farmers who produce food in
  environmentally friendly and socially responsible
  ways
• Rainforest Alliance
• works to conserve biodiversity and ensure
  sustainable livelihoods by transforming land-use
  practices, business practices and consumer
  behavior.

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• Sustainable agriculture refers to farming
  practices that are healthy for the environment
  and provide a fair and safe work environment for
  people who produce the crops.
• SCS recognizes organic as an integral part of the
  overall sustainability profile, along with
  several other areas of measurable performance
  that extend beyond the traditional realm of
  organic practice
• Element 1 Sustainable Crop ProductionElement 2
  Ecosystem Management and ProtectionElement 3
  Resource Conservation and Energy
  EfficiencyElement 4 Integrated Waste
  ManagementElement 5 Fair Labor
  PracticesElement 6 Community BenefitsElement 7
  Product QualityElement 8 Product Safety and
  Purity

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Fair Trade

• Standards stipulate that traders have to pay
  a price to producers that covers the costs of
  sustainable production and living pay a
  premium that producers can invest in
  development partially pay in advance, when
  producers ask for it sign contracts that allow
  for long-term planning and sustainable production
  practices.

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The Labels

• Fairtrade Labelling Organizations (FLO)
• is an umbrella that unites 20 labeling
  initiatives in 21 countries and producer networks
  in Central and South America, Africa and Asia. 
• Transfair USA
• enables sustainable development and community
  empowerment by cultivating a more equitable
  global trade model that benefits farmers,
  workers, consumers, industry and the earth.
• Whole Trade Guarantee
• Rainforest Alliance and Transfair partnership
• Meets our high Quality Standards
• Provides more money to producers
• Ensures better wages and working conditions for
  workers
• Cares for the environment

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Social Justice/Domestic Fair Trade

• US Domestic Fair Trade Working Group
• Equal Exchange, Organic Valley, the Farmer Direct
  Co-operative and RAFI-USA
• translates goals and priorities of the
  international Fair Trade movement into regional,
  domestic and local spheres
• Agricultural Justice Project
• Standards for social equity and just working
  conditions consistent with IFOAM principles on
  Social Justice and the International Labor
  Organization (ILO)
• included five rounds of public comments and input
  from five international forums.

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The Labels

• SCS Fair Labor Practices
• Growers and handlers of agricultural products
  can be independently certified under the Fair
  Labor Practices and Community Benefits label for
  their efforts to ensure a safe, equitable
  workplace and support local communities.
• Agricultural Justice Project (LFTN)
• Standards based on OFOAM and ILO with five
  rounds of public comment to create an economic
  incentive for social equity and just working
  conditions. Launching with LFTN
• Equal Exchange
• Equal Exchange is "Bringing Fair Trade Home"
  with small farmer co-ops, workers, consumers and
  retailers.

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Biodynamic

• What distinguishes a Demeter certified
  Biodynamic farm from a certified organic farm is
  that a Demeter Biodynamic farm is managed as a
  living organism.
• Derived from Rudolf Steiners Agricultural
  Course, and the spiritual context of
  Anthroposophy.
• According to the Biodynamic Agricultural
  Association, at the heart of Biodynamic is the
  idea of the farm as a self-contained evolving
  organism, whose life relies on home produced
  compost manures and animal feeds, and in which
  external inputs are kept to a minimum.

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The Labels

• The Demeter Association of America is the
  certifying agency for biodynamic farming
  operations. Founded in 1984, Demeter USA has
  established a series of guidelines for
  biodynamic. Demeter Association is a member of
  Demeter International.
• Demeter-International was founded in 1997 and
  presently has 18 members from Demeter
  organizations from Europe, America, Africa and
  New Zealand. Thus Demeter-International
  represents around 3.500 Demeter producers in 40
  countries.

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Local

• of, relating to, or characteristic of a
  particular place  not general or widespread
• only produce that has traveled less than a day
  (7 or fewer hours) from the farm to our facility
  can be labeled locally grown. Whole Foods
  website

-Merriam-Webster's Online Dictionary 2007
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Local Foods

• It is important for my store to have locally
  grown produce 61
• It is important for my store to have packaged
  foods from local vendors 46
• It is more important to buy local than buy
  organic 38
• Among organic users, 25 purchased organic foods/
  beverages in the past year at local farm/farmers
  markets

Source The Health Wellness Trends Database The
Natural Marketing Institute, 2006
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Local Foods Media

• Washington Post A Growing Trend Small, Local
  and Organic November 6, 2006
• The New York Times Why Roots Matter More
  Health Scares and Mass-Produced Food Strengthen
  Demand for Local Growers November 15, 2006
• There's virtue in knowing where your food comes
  from
• Think global, eat local, reduce your carbon
  footprint
• Ellen Goodman
• The Washington Post Writers Group
• June 03, 2007

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LocalFood Miles

• The "Food Miles" concept communicates the
  high-energy consumption required to bring foods
  from far-flung areas to market.
• Carbon ratings could express the carbon released
  into the atmosphere to grow, package and
  transport goods to market.
• Source Datamonitor December 2006

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The Labels

• COOL
• Country of Origin Labeling LAW
• Buy Local
• CISA's program was initiated in 1999 and has
  become the nation's longest running buy local
  campaign.
• FoodRoutes Network provides communications
  tools, organizing support, and marketing
  resources to grassroots chapters throughout the
  US that are working to rebuild local food
  systems and promote sustainable
  agriculture.

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Meat, Fish Dairy

• No antibiotics
• No growth hormones
• rBST free
• Sustainable seafood
• Ocean-Friendly

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The Labels

• Certified Humane
• Humane Farm Animal Cares program certifying
  welfare of the farm animal.
• Free Farmed
• American Humanes program for animals raised and
  treated humanely.
• Marine Stewardship Council
• a global, non-profit organization setting a
  standard for sustainable and well-managed
  fisheries.
• Seafood Safe
• a testing program for mercury and PCBs
  suggesting the number of meals per month.

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Meat and Dairy

• Steak Grass-fed vs. grain-fed
• Grass-fed beef is gaining in popularity, but
  grain-fed still has its backers.
• The Orange County Register 5/31/2007
• FDA plan would OK cloned meat
• If it's approved, farmers would probably use this
  expensive method for breeding animals.
• By Peter N. Spotts
• The Christian Science Monitor 12/29/06

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Fish

• Sustainable cobia may be next rage in seafood
• BY KATHY STEPHENSON Salt Lake Tribune
• 05/23/2007
• Free or Farmed, When Is a Fish Really Organic?
• By ANDREW MARTIN
• The New York Times
• November 28, 2006
• Buying a pork chop labeled organic is
  relatively straightforward it comes from a pig
  that ate only organic food, roamed outdoors from
  time to time and was left free of antibiotics.
• But what makes a fish organic?

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Miscellaneous labels
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Organic Extension

• www.HowToGoOrganic.com
• Pathway for Producers
• Pathway for Processors
• Regional Guide
• Key Resources

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• 2007-07-02  Grocers gain organic certification  
  2007-06-29  Kraft debuts organic Oreos  
  2007-06-25  Organic milk prices may drop  
  2007-06-21  Whole Foods to sell 35 stores  
  2007-06-15  Dean Foods lambasted over Rachel's
  yoghurt   2007-06-11  Consumers reject recalled
  products   2007-06-07  Organic milk takes larger
  share of market  2007-06-06  Whole Foods
  acquisition of Wild Oats hits hurdle   2007-05-23
   Nature's Path adds to toaster pastries  
  2007-05-22  Stonyfield launch organic yoghurt in
  UK   2007-05-21  Newman's Own expands snack lines
    2007-05-14  Locally grown food no better than
  mass market   2007-05-11  Whole Foods expands in
  California   2007-05-09  Farm-raised fish given
  tainted feed   2007-04-30  Organic baby food
  sales rise   2007-04-26  Organic fast food
  restaurant expands 2007-04-25  U.S. has appetite
  for organic food   2007-04-23  FDA knew of
  contamination dangers   2007-04-17  Texas AM
  bans trans fats   2007-04-13  Consumers still
  think produce is unsafe 2007-04-13  Wal-Mart
  still supplying organics 2007-04-12  Target
  expands organics, private label 2007-03-28
   Randalls unveils new style  2007-03-26
   Scientists confirm organic health benefits
  2007-03-23  Organic milk supply to surge
  2007-03-23  Whole Foods to sponsor farm loans
  2007-03-15  Price Chopper expands natural,
  organic offerings 2007-03-14  Whole Foods helps
  shoppers slim waste 2007-03-13  Sales of
  genetically engineered alfalfa halted 2007-03-12
   FDA issues guidelines for fresh-cut produce
  2007-03-09  Meijer rolls out organic line
  2007-02-28  Private label pasta goes premium
  2007-02-28  Safeway expands organics line to kids
  2007-02-27  Del Monte expands organic offerings
  2007-02-21  Whole Foods to acquire Wild Oats
  2007-02-08  Flaxseed oil reduces blood pressure
  2007-02-06  General Mills launches Worldwide
  Innovation Network 2007-02-02  Charlie Trotter
  launches organic sauces 2007-02-02  Target to
  open fresh foods distribution center 2007-01-29
   Mr. Peanut goes organic 2007-01-23  Climate
  changes threaten Cali wines 2007-01-22  Wal-Mart
  accused of organic deception 2007-01-18
   Wal-Mart's organics questioned 2007-01-17
   Wisconsin boasts most organic milking cows
  2007-01-10  Organic wheat carries no nutritional
  difference 2007-01-09  Schnucks launches organic
  line 2007-01-09  Organic Valley pushes for
  healthy school lunches 2007-01-08  Delicious
  Planet launches detox menu 2007-01-08  Clif adds
  flavors to nutrition bar lines  2007-01-08
   Organics increasingly moving online 2007-01-02
   E. coli outbreak incites revamped guidelines
  2006-12-19  OTA calls for more organic acreage
  2006-12-19  NY senator calls for produce tracing
  2006-12-18  Newmans Own offers organic mints
  2006-12-15  Produce outbreaks on the rise
  2006-12-14   Wild Oats, Shop n Save offer meat
  education 2006-12-13  Salt goes upscale
  2006-12-13  Food fear on the rise in the U.S.
  2006-12-08  Utz expands natural and organic line
  2006-12-08  Kosher cooking incorporates organic
  2006-12-07  U.S. still uncomfortable with biotech
  food 2006-12-05  Roundy's expands organic line
  2006-11-29  Wild Oats to launch magazine
  2006-11-21  Survey reveals concern over food
  safety 2006-11-15  Kettle Chips increases
  organic, alters packaging 2006-11-15  Lake
  Champlain Chocolates launches organics
  2006-11-14  Wal-Mart accused of misidentifying
  organic 2006-11-09  Pathmark to sell Wild Oats
  products 2006-11-08  Dole opens organic banana
  farm 2006-11-03  Hain Celestial sales rise
  2006-11-02  Price Chopper to sell Wild Oats
  products 2006-11-02  Supermarkets give produce
  growers time limit 2006-10-25  HEB's Central
  Market debuts organic hot dogs 2006-10-19
   Hershey buys Dagoba Organic Chocolate
  2006-10-17  Organic prices scare consumers
  2006-10-13  PowerBar launches nutrition bars for
  women 2006-10-10  United Natural Foods appoints
  Shamber CFO 2006-10-06  Gourmet, organic boost
  private label sales 2006-10-06  Supervalu plans
  50 Sunflower Markets 2006-10-02  Woodlake Farms
  offers organic ice cream 2006-10-02  Organic
  Center launches Mission Organic 2006-10-02
   Organic baby formula sales rise 2006-09-28
   Target going organic 2006-09-27  College
  campuses go organic 2006-09-25  Hospitals offer
  organic meals to patients 2006-09-19
   Anti-organic campaign launches 2006-09-19
   Wal-Mart launches private label organic milk
  2006-09-18  Illnesses linked to tainted spinach
  rise 2006-09-14  USDA to invest in organic
  production 2006-09-14  SunOpta expands
  production 2006-09-14  Wild Oats, Peapod expand
  partnership 2006-09-14  Earthbound Farm names
  new execs 2006-09-14  Wild Oats promotes heart
  health 2006-09-13  Chiquita promotes Fresh
  Express executive 2006-09-08  Fact to launch
  organic products 2006-09-07  Hain Celestial
  profit up in 4Q 2006-08-31  Country Choice
  offers organic cookies 2006-08-30  United
  Natural Foods reports higher income