For marketers of organic produce, certification under USDA organic standards is the starting point, the bold headline on their fruits and vegetables.
For some, that is the ending point. For others, a number of sustainability-related certifications are part of their marketing message to retail buyers and consumers.
The Packer asked marketers two questions related to the issue in a recent survey:
- Do you have any certifications for your produce beyond USDA-certified organic? If so, what are they, and why are they important?
- Do you think the local, sustainable, non-GMO or Fair Trade movements are affecting the success of organics? What should be done, if anything, to reinforce the value of organic food?
Organic strong
Consumers value the organic label, said Kevin Stennes, organic sales manager for Chelan Fresh, Chelan, Wash. Stennes doesn’t believe that Fair Trade, non-genetically modified or any other sustainability-related certification has a significant effect on organic demand or value.
“USDA (certification) is strong enough,” added Steve Fisher, sales and marketing representative for Smart Group Traders Inc., Destin, Fla.
While the organic label is well-respected and can stand on its own, Brianna Shales, marketing director for Stemilt Growers, Wenatchee, Wash., says there are reasons for certifications beyond organic.
“We have Equitable Food Initiative (EFI) certifications which help assure retailers and consumers that fruit is ‘responsibly grown, farmworker assured,’” Shales said. “Consumers need to be more aware of labels like EFI as they are benefiting the farmworker through a premium and also contribute to transparency and continuous improvements throughout the supply chain.”
Chuck Sinks, president of sales and marketing for Sage Fruit Co., Yakima, Wash., said additional certifications don’t affect the success of organics in a big way.
“USDA is widely recognized amongst consumers and necessary on organic produce. Consumers know they are getting the best with the USDA certification,” he said.
Sinks said the Fair Trade and sustainability movements can be valuable to push the industry to be better in business practices.
Non-GMO certification is not affecting organic demand any more than five years ago, said Brian Bocock, vice president of product management for Naturipe Farms.
“The value of organic food speaks for itself, and the consumer is the ultimate decision maker on what they buy and consume,” he said.
Naturipe’s grower, Hortifrut Peru, is the first audited company to be certified against the Sustainability Standard v1.5 for blueberries at their Hortifrut Peru S.A.C. farm operation in Trujillo, Peru, Bocock said.
“Sustainability is a priority in every aspect of Naturipe and farming operations, and Naturipe’s Cultivate with Care program showcases the company’s commitment to researching, testing and implementing best practices for the field,” he said.
Younger consumers are very curious about where their food comes from and all of the factors that go into growing that food, said Rachel Mehdi, senior sales representative for The Oppenheimer Group.
“All of these movements help tell the grower’s story and provide further connection to the fruits and vegetables we eat, and I think everyone wins in that environment,” she said.
Packaging is an important element to consider relative to consumer expectations for organic produce, said Joel Hewitt, organic sales manager for CMI Orchards, Wenatchee, Wash.
“[The] search for a more sustainable and environmentally friendly growing and packaging options are hot topics for our country,” Hewitt said. “Growing organic produce and providing it in an eco-friendly package that is more highly sustainable is a step in the right direction.”
Hewitt said CMI uses EFI certification. “We take pride in this certification to help ensure that we are using all voices in the industry to help us to work towards continuously improving our food supply system,” he said.
Retailers and direct-to-consumer companies can use certifications beyond organic to help tell the story, highlight local in season and pay the growers a fair price, said Chris Ford, business development and marketing manager for Viva Tierra Organic, Mount Vernon, Wash.
“Fair Trade USA adds value by building loyalty, driving sales, ensuring safe and healthy working conditions, and strengthening brand credibility,” he said.
The sustainable, non-GMO and fair-trade movements are positively affecting the success of organics for many reasons, said David Posner, president and CEO of Awe Sum Organics, Santa Maria, Calif.
“Farming organically is generally the most sustainable farming method for the field workers, wildlife and the environment as regards [to] keeping water clean and reducing carbon emissions into the atmosphere,” he said. He said Awe Sum Organics participates in Fair Trade USA.
“Fair Trade USA inspects and audits their growers during the harvest and packing season to ensure that the workers have good and clean working conditions and are paid a living wage, and ensuring ethical practices are used in harvesting, packing and throughout the entire supply chain,” he said.
The Fair Trade Premium fund for the Fair Trade Certified fruit is sent back to the local worker community to fund community improvement projects such as building and improving schools, buying computers and creating computer labs for children, health care, improving local community infrastructure, funding drives for warm clothing and food for families in need, and other projects, he said.
