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.