Building the Movement ‘The Future of Organics’ · 2012-04-30 · mirrors the natural laws of...
Transcript of Building the Movement ‘The Future of Organics’ · 2012-04-30 · mirrors the natural laws of...
Building the Movement‘The Future of Organics’
Beyond PesticidesGeorge SiemonMay 20, 2006
CROPP CooperativeThe Cooperative Regions of Organic
Producer Pools
The purpose of the Cooperative Regions of Organic Producer Pools is to create and operate a marketing cooperative that promotes regional farm diversity and economic stability by the means of organic agricultural methods and the sale of certified organic products.
CROPP Purpose
D DairyV ProduceE EggsP PoultryB BeefH PorkJ JuiceS Soy
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CROPP Producer Pool Locations
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As of February 10, 2006 CROPP has:Dairy Producers 543Egg Producers 71Pork Producers 19Beef Producers 121Vegetable Producers 90Broiler Producers 1Juice Producers 14 Soy Producers 12
Total = 871 in 23 states
Definition of organic:Definition of organic:
A philosophy and system of production which A philosophy and system of production which mirrors the natural laws of living organisms with mirrors the natural laws of living organisms with emphasis on the interdependency of all life.emphasis on the interdependency of all life.
Future of organics
• Already here and will double within 3-5 years
• Learn how to accommodate all our new family members-Walmart and Kraft?
• Pioneers hate settlers-controversy over scale
• The lead will be by who leads• Organic community must agree to
disagree and stay whole
State of organic production
• Every commodity can be grown organically
• Can achieve state average yields with lower input cost and receive higher premium
• Acceptance in farm community-(almost) • Infrastructure solidifying• Extension support growing• Research beginning
State of organic consumer• Mix of new entry shopper and true blue organic
shopper• 60% mass market and 40% natural foods
retailers• More and more convenience organic foods• Young mothers and families are entry shoppers
with organic dairy and produce being first categories
• Want educated approach not slick advertising• Consumers are still driving the ship with
purchases
State of organic manufacturer
• Big business now with pioneers selling to food corporation and venture capitalist
• More convenience, more packaging and more margin
• Sourcing overseas both for lower costs and just to keep up with demand
• Large enough to have access to diverse manufacturing facilities
• Lack of commitment for some new big players
State of organic retailerMass Market Entry
• Recent Walmart initiatives– Top 70 vendors– Sustainability efforts– Largest organic produce mover
• Organic milk over 4% in many mass markets• Intent is to pull upscale consumers into stores
and or to increase spending per purchase• Bluring the line with natural food trade
State of organic retailerNatural Foods
• Natural food trade expanding both in store numbers and square feet
• Must raise bar on standards • Must lead with educational programs• Networks of independents to compete• Lifestyle stores, trendy, community• Restrict brands to meet integrity standards• Private label
State of organic regulations
• USDA process, slowness and lack of logic• Lack of enforcement-pasture, commercially
available• Loss of farm plan approach• Delays and flaws in material process• Not total transparency in labeling of synthetics
and processing aids• NOSB invaluable partner• Standards are overall very high
State of organic regulations
• Constant struggle to maintain standards as it is a public process-NOSB is key to keep a public process
• Organic activists are watchdogs now and play a critical role even though they may not be popular doing it
• Not so worried about Corporate attack while consumer activism so high
What about the movement?
Who is in charge? The consumer or the commerce?
Organics is?
THE EVOLVING ORGANIC FOOD LIFESTYLE
GROW YOUR OWN
CSAFARMERS MARKET
LOCAL
VALUE-ADDED
NATURAL WHOLE FOODS
ORGANIC FOOD PRODUCTION ACT
Hands in earth, Memories, Canning/Freezing, Seed collection, Sharing, Spirituality
Direct relationship, Farm visits, Seasonal features, Financial partner, Family involvement, Community support
Rural culture, Food miles, Bioregional diet, Regional support, Bulk foods, Seasonal foods, local stores
Cooperatives, Fair trade, Packaging, Biodiversity, Humane treatment of animals, Family farming.
Family dinners, Cooking skills, Minimal processing, Whole foods, Minimize synthetics, Less convenience, Dispelling myths, Understanding labels
Soil care, Farm plan, Inputs/Materials, Humane livestock conditions, organic labeling, Processing standards
THE EVOLVING ORGANIC FOOD LIFESTYLE
GROW YOUR OWN
CSAFARMERS MARKET
LOCAL
VALUE-ADDED
NATURAL WHOLE FOODS
ORGANIC FOOD PRODUCTION ACT
Personal Action: Direct relationship, Bioregional lifestyle, New traditions, Voting with feet
Being Organic: An intimate relationship between your lifestyle, your religion, the earth and your food.
Living Organic: Practicing a close relationship between you, the earth, the farmer and your food.
Entering Organic: The realistic limit for federal involvement in assuring that organic food meets basic organic production standards.
Personal Choice: Awareness building, Movement expansion, Brand positioning, Advocacy/ Education, Special interest, Voting with purchases.
Growing Organically: Nuturing awareness of the relationship between organic food and your health, your values and our culture.
Federal Oversight: Accreditation, USDA label, Interagency clearance, Federal support.
Organics in the Future
• Consumer and farmer passion is crucial for integrity
• Double and triple in next 10 years so we need to accept that and work with it
• The movement is a consumer movement and education is the key
• Integrity brands that are constantly improving will be successful
Organics in the Future
• Large scale and imported commodities will be majority of production
• Additional labels and label claims will be based on educated consumer
• Local will become crucial for the core organic consumer
• Organics will be embraced by health and environmental communities
Organics in the Future
• Lead with your dollar• Organics is a movement by definition• Organic policy must be organic grown• Keep the faith and stay involved• Make food a hobby • Organics offers so much and we are the
keepers of it
Principles of Organic AgricultureIFOAM-2005
• The Principle of Health-Organic Agriculture should sustain and enhance the health of the soil, plant, animal and human as one and indivisible.
Principles of Organic AgricultureIFOAM-2005
• The Principle of Ecology-Organic agriculture should be based on living ecological systems and cycles, work with them, emulate them and help sustain them.
Principles of Organic AgricultureIFOAM-2005
• The Principle of Fairness-Organic Agriculture should build on relationships that ensure fairness with regard to the common environment and life opportunities.
Principles of Organic AgricultureIFOAM-2005
• The Principles of Care-Organic agriculture should be managed in a precautionary and responsible manner to protect the health and wellbeing of current and future generations.